**7. Discussion**

From the analysis above, we find a very interesting phenomenon. That is, the decision of the quality improvement initiative depends on the decision-making style, the value of agri-foods, and the consumers' consumption concept.


lower than before the introduction of the contract, which helps to reduce the selling price and increase sales. Moreover, cost-sharing contracts facilitate the transfer of profit distribution in the supply chain to the producers. Therefore, from the perspective of protecting "small farmers" and increasing consumer surplus, sellers should be encouraged to promote quality upgrading initiatives in the form of cost-sharing.
