  Due to the growing concerns for sustainable development, supply chains seek
to invest in social sustainability issues to seize more market share in today's
competitive business environment. This study aims to develop a coordination
scheme for a manufacturer-retailer supply chain (SC) contributing to social
donation (SD) activity under a cause-related marketing (CRM) campaign. In the
presence of consumer social awareness (CSA), the manufacturer notices consumers
through some activities (i.e. labelling) that he participates in a CRM campaign
by donating a proportion of the retail price to a cause whenever a consumer
makes a purchase. In this study, the market demand depends on the retail price,
the retailer's stock level and donation size. The proposed problem is designed
under three decision-making systems. Firstly, a decentralized decision-making
system (traditional structure), where the SC's members aim to optimize their
profits regardless of the other member's profitability, is investigated. Then,
the problem is designed under a centralized decision-making system to obtain
the best values of the retail price and replenishment decisions from the entire
SC perspective. Afterwards, an incentive mechanism based on a cost and
revenue-sharing (RCS) factor is developed in the coordination system to
persuade the SC members to accept the optimal results of the centralized system
without suffering any profit loss. Moreover, the surplus profit obtained in the
centralized system is divided between the members based on their bargaining
power. The numerical investigations and the blocked decision-making on SD
activity are presented to evaluate the proposed model. Not only does the
proposed coordination model increase the SC members' profit, but it is also
desirable in achieving a more socially responsible SC.
