Abstract: With the increase of consumers′ green consumption consciousness and behavior, more and more attention has been paid to the supply chain decision-making under consumers′ green preference. Based on the perspective of consumers′ willingness to pay, this paper reflects consumers′ green preference into product evaluation. Assuming that consumers′ product valuation follows uniform distribution, this paper constructs a new consumer demand function to discuss the optimal product price decision-making problem of production enterprises in green supply chain under the conditions of single oligopoly and double oligopoly competitive agricultural product market,and discusses the influence of green preference payment coefficient, green degree and unit cost of green products on the optimal decision-making of agricultural products production enterprises from the perspective of theory and simulation.The results show that when consumers′ green preference payment coefficient is more than twice of the green cost per unit product, enterprises are willing to produce higher green primary agricultural products in the two competitive markets;when the consumer′s green preference payment coefficient is equal to the green cost of unit product, the enterprise has no power to produce green product;in the duopoly primary agricultural product competition market, the unit green cost of the product changes inversely with the optimal income of the green production enterprise, and changes in the same direction with the optimal income of the non green production enterprise.

Key words: green supply chain, product preference, green preference, optimal decision-making