The work aims to consider consumers' trust in environmental labels and their green awareness, and explore the effect of altruistic preference on decision-making of manufacturers and retailers. A Stackelberg game model consisting of a manufacturer of self-adhered green products and a retailer was constructed to analyze the mechanism of altruistic preference of the manufacturer, and then the decision results were compared by numerical analysis. The research shows that increased consumer trust in environmental labels and increased altruistic preferences by manufacturers can help boost green efforts and total profits of the green supply chain. When the degree of the manufacturer's altruistic preference is too great, the manufacturer's profit decreases with the increase of consumers' trust, which may lead to negative profits of the manufacturer and imbalance of the supply chain. The greater the manufacturer's altruistic preference and consumer's trust, the more significant the improvement effect on the manufacturer's utility.