Robust Optimization of Supply Chain Coordination Considering Retailer Altruistic Behavior

In order to explore the effect of altruistic behavior on supply chain policies and performance, based on the wholesale price contract, we establish a game model consisted of an altruistic retailer and a self-interested supplier, and obtain the robust optimal solution when the demand information is missing. We find, the improvement of the selfish supplier gains are at the expense of the altruistic retailer's earnings. Specifically, part altruism of retailer is ineffective for retailer utility and supply chain efficiency, but full altruism is effective for the two. That is, on the basis of the wholesale price contract, full altruism rather than partial altruism can coordinate the supply chain.