Abstract: When a product receives increasingly negative online opinions from the public, its producer will suffer trust crisis, which will then spill over into the supply chain system, thus undermining the sustainable development of the supply chain. Based on the perspective of blockchain traceability, this paper reveals the interaction mechanism between trust repair and cooperation, constructs three cooperation models:SG (collaborative), NC (division of labor) and QI (division of labor and sponsorship), explores their applicable conditions, and gives the optimal equilibrium strategy. The research shows that the SG cooperation strategy is optimal under the influence of public opinion. Although the QI cooperation strategy can encourage suppliers to make more efforts in quality improvement, the overall profit of the supply chain will decline. From a dynamic point of view, the product quality level and the goodwill level eventually tend to be stable, but the goodwill level tends to be stable later. The supply chain equilibrium strategy is more sensitive to consumers' traceability preferences, but the deeper the influence of public opinion, the weaker the positive impact of blockchain traceability. Supply chains should dynamically adapt evolutionary game strategies based on public opinion intensity. During normal periods, they should establish close collaboration and resource-sharing mechanisms to create synergistic effects that jointly enhance market demand; during crisis periods, they should incentivize suppliers to improve quality and reduce excessive reliance on reputation repair. It is crucial to be vigilant about marginal cost constraints under high-impact scenarios, achieving a dynamic equilibrium between supply chain resilience enhancement and operational efficiency through optimized resource allocation. This study provides new micro-empirical evidence and paradigmatic support for supply chain resilience governance theories in the digital economy era.

Key words: online public opinion, quality improvement, repair of goodwill, cooperation strategy, blockchain