In the general case of the non linear stochastic demand affected by the sales effort of the retailer, the fairness preference theory was applied to constructing Stackelberg game model between the manufacturer and the retailer. The manufacturer is self-interested, the retailer has a fairness preference. This study designs a new buy-back contract coordinating the dual-channel supply chain, the value of every parameter for the new buy-back contract which can coordinate the dual-channel supply chain, is achieved respectively. At last, the related digital simulation and example analysis were presented for the purpose of proofing the model theoretical analysis conclusions. Whether the retailer concerns fairness or not, the results show that coordination will always reach balance as long as the value of contract parameters meet certain conditions, the retailer?s fairness preference does not affect the supply chain coordination conditions. However, the retailer?s fairness preference will generates much negative utility to itself and the whole supply chain, the greater the level of fairness preference, the bigger the negative utility.
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