Loss-averse preferences in a two-echelon supply chain with yield risk and demand uncertainty

We consider a one-period two-echelon supply chain composed of a loss-averse supplier with yield randomness and a loss-averse retailer with demand uncertainty. At the beginning of the selling season, the retailer orders from the supplier via the wholesale price contract, and then the supplier makes his production decision. We derive the loss-averse retailer’s optimal ordering policy and the loss-averse supplier’s optimal production policy under these conditions. In addition, we discuss the effect of loss aversion on both parties’ decision making and show how loss aversion contributes to decision bias. Furthermore, we find that the loss-averse retailer’s optimal order quantity may increase in wholesale price and decrease in retail price which is differ from the risk-neutral case where the optimal order quantity is always decreasing in wholesale price and increasing in retail price. Finally, numerical examples are presented to illustrate how loss aversion and yield variance contribute to the supply chain performance.