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This paper aims to assess the choice of supermarkets for purchasing fresh agricultural products among urban consumers in Ghana.

Likert scale was used to investigate reasons for purchasing agricultural products from supermarkets, while heteroskedastic probit was used to estimate the determinants. Beta regression was used to examine the determinants of the proportion of food expenditure on raw/unprocessed agricultural products.

The principal reasons for purchasing agricultural products from supermarkets are convenience, a guarantee of assorted products, high-quality products and food safety, constant supply of products, conducive shopping environment, excellent customer service and social influence. The probability of purchasing agricultural products from supermarkets is high for consumers who are either males, young, educated, high-income earners or salaried workers. Consumers residing closer to supermarkets have a greater probability of shopping for agricultural products from same. The proportion of food expenditure on unprocessed agricultural products increases with age but decreases with education and distance to local markets.

Few prior studies have investigated supermarket’s surge in developing countries and its connection with consumer food-outlet choice. Unfortunately, little is evident in the extant literature on consumers' choice of supermarkets as purchasing outlets for fresh agricultural products. Hence, this study closes the gap on consumers and fresh agricultural product purchases from supermarkets in Ghana. Results from the study will provide grounding evidence to supermarket owners to adjust their services to meet consumers’ needs and provide relevant information to evolving supermarkets or investors who may venture into the supermarket business on the attributes that influence consumers to use supermarkets as a purchasing outlet.

With the rapid growth of the economy, people have increasingly higher living standards, and although people simply pursued material wealth in the past, they now pay more attention to material quality and safety and environmental protection. This paper discusses the lack of motivation for investing in fresh-keeping technology for agricultural products by individual members of an agricultural supply chain composed of a supplier and a retailer by means of mathematical models and data simulations and discuss the optimal price-invest strategies under different sales models.

First, based on the model of no investment by both sides (NN), this paper considers three models: supplier only (MN), retailer only (NR) and cooperative investment (MR). Then, the authors analyze the influence of consumer price sensitivity and freshness sensitivity on the investment motivation of agricultural products under four models. Subsequently, the paper makes a sensitivity analysis of the optimal strategies under several models, and makes a game analysis of the suppliers and retailers of agricultural products. Finally, we conduct an empirical analysis through specific values.

The results show that (a) when the two sides cooperate, the amount of investment is largest, the freshness of the agricultural products is highest, and the sales volume is greatest; however, when both sides do not invest, the freshness of agricultural products and sales volume are lowest. (b) The price and freshness sensitivity of the consumer have an impact on investment decisions. Greater freshness sensitivity corresponds to a higher investment, higher agricultural product price, greater sales volume, and greater supply chain member income and overall income; however, greater price sensitivity corresponds to a lower investment, lower agricultural product price, lower sales volume, fewer supply chain members and lower overall income. (c) The investment game between the supplier and retailer is not only related to the sensitivity to price and freshness but also to the coordination coefficients of interest. At the same time, the market position of agricultural products should be considered when making decisions. The market share of agricultural products will affect the final game equilibrium and then affect the final benefit of the supply chain and individual members.

These results provide managerial insights for enterprises preparing to invest in agricultural products preservation technology.

At present, the main problem is that member enterprises of agricultural supply chains operate based on their own benefits and are resistant to investing alone to improve the freshness of agricultural products. Instead, they would prefer that other members invest so that they may reap the benefits at no cost. Therefore, the enterprises in each node of the agricultural product supply chain are not motivated enough to invest, and competition and game states are observed among them, and such behavior is definitely not conducive to improving the freshness of agricultural products. However, the current research on agricultural products is more about price, quality and greenness, etc., and there are few studies on agricultural investment. Through the establishment of the model, this paper is expected to provide theoretical suggestions for the supply chain enterprises that plan to invest in agricultural products preservation technology.

The purpose of this paper is to deal with an optimal consolidation problem for fresh agricultural products (e.g. fruits and vegetables) in a multi-temperature joint distribution (MTJD) system that is developed to resolve the challenge of timely delivery of small and diverse shipments in food cold chains.

An integer programming optimization model is developed to consolidate a set of agricultural shipments with different storage requirements into a number of distinct containers according to the classification criteria. The formulated model for consolidating fresh agricultural products is evaluated using numerical examples.

Critical factors that affect the quality or shelf life of fresh agricultural products are examined to form the criteria for classifying the storage requirements of these products. The formulated model can minimize the consolidation cost and the loss of product value due to a reduction in shelf life after consolidation.

Although the decision model for product consolidation developed in this paper takes into account practical concerns as much as possible, some additional conditions in the cold chain of fresh fruits and vegetables can be included to further enhance the application of the proposed consolidation model.

Provided that the container environment is appropriately controlled, the shelf life of fresh fruits and vegetables can be maintained during the logistics process. As a result, product quality can be managed to reduce product loss.

This paper adopts temperature, relative humidity and ethylene production, which generally affect the quality and shelf life of fresh agricultural products, as the main factors for determining the product consolidation. It is among the first to deal with the optimal consolidation of fresh agricultural products in the MTJD system with the consideration of product shelf life.

The purpose of this study is to investigate e-commerce as a new means to ensure that the urban demand for food can be met during the coronavirus disease 2019 (COVID-19) outbreak. Because a number of COVID-19 e-commerce models have emerged, this paper discusses whether and (if so) why and how e-commerce can ensure the food supply for urban residents if social distancing becomes a norm and the transport and logistics systems are hindered.

This study used qualitative research methods following the lack of empirical data. The authors referred to relevant literature, statistical data and official reports and comprehensively described the importance of e-commerce in ensuring the safety of food supply to Chinese urban residents under the impact of the epidemic. Corresponding to the traditional case study, this study presented a Chinese case on ensuring food supply through e-commerce during an epidemic.

The authors found that three e-commerce models played a substantial role in preventing the spread of the epidemic and ensuring the food supply for urban residents. The nationwide e-commerce platforms under market leadership played their roles by relying on the sound infrastructure of large cities and its logistics system was vulnerable to the epidemic. In the worst-affected areas, particularly in closed and isolated communities, the local e-commerce model was the primary model, supplemented by the unofficial e-commerce model based on social relations. Through online booking, centralized procurement and community distribution, the risk of cross infection could be effectively reduced and the food demand could be effectively satisfied. The theoretical explanation further verifies that, apart from e-commerce, a governance system that integrates the government, e-commerce platform, community streets and the unofficial guanxi also impels the success of these models.

Lessons from China are drawn for other countries struggling to deliver food to those in need under COVID-19. The study not only provides a solution that will ensure constant food supply to urban residents under the COVID-19 epidemic but also provides some reference for the maintenance of the food system of urban residents under the impact of a globalization-related crisis in future.

The purpose of this paper is to research the influence of inflation and delay in payment on the inventory model on Weibull distribution and present a new method of inventory control model for fresh agricultural products.

The previous researches deal with the inventory problems. However, these researches are based on deteriorating industrial products, so that the method for inventory model of agricultural products should be employed. According to agricultural products characteristics, the model assumes that deterioration is defined as fixed and demand is taken as Weibull distribution. An optimal order quantity and the minimum inventory total cost are formulated and solved under inflation and delay in payment.

The minimum inventory total cost and the optimal ordering quantity are convex with the length of the period with positive stock. When the delay period is longer than the length of the period with positive stock, the minimum inventory total cost and the optimal ordering quantity increase with permissible delay in payment increase and decrease with inflation rate increase, changing steeply with inflation rate and increasing permissible delay.

The market demand of fresh agricultural products is on two‐parameter Weibull distribution.

The paper gives useful advice for agricultural supply chain managers.

The paper presents a new method of inventory control for fresh agricultural products.

The purpose of this paper is to develop a quantitative risk assessment method for agricultural products cold chain logistics to assess the condition of the fresh agricultural products cold chain process objectively and accurately.

A risk assessment index system of agricultural products cold chain logistics is designed on the basis of the risk identification for the process of agricultural products cold chain logistics. This paper first uses catastrophe progression method and a new maximum deviation method to build an improved catastrophe progression assessment model for agricultural products cold chain logistics. In order to verify the reliability and validity of the model, two representative enterprises are selected as the case in the study.

The results in the empirical research indicate strong support for the assessment model and coincide with the reality. The risk assessment index system can also reflect the key risk factors from agricultural products cold chain logistics scientifically. In addition, the improved catastrophe progression assessment method proposed in this paper can be scientific and reasonable to predict risk.

This paper contributes to provide a new risk assessment model for agricultural products cold chain logistics. The new model overcomes the limitation of subjective empowerment and it increases the objectivity and scientificity in the process of cold chain logistics risk assessment. This paper also shows that practitioners involved in the field of products cold chain logistics can manage the potential risk by a set of scientific methods for assessing the risk before the accident.

The paper provides a practical guideline to practitioners, especially for cold chain logistics managers, relevant management departments, and cold chain logistics management consultants. It is proved that the new risk assessment method and the risk assessment index system of agricultural products cold chain logistics can help them assess the risk scientifically and reasonably.

Although the calculation is simple, the new model can overcome the limitation of subjective empowerment scientifically and reasonably, and thus has important practical value.

Consumers' willingness to pay premium (WTPP) for two different types of agricultural brand labels (enterprise and regional), are evaluated through a non-hypothetical Random n-price auction experiment during the online purchase of fresh agricultural products. The purpose of this paper is to evaluate the two WTPP, compare their differences, and explore their sustainability.

Data were collected in July–August 2020 from a sample of 310 consumers in Liaoning Province, China. A nonhypothetical random n-price auction experiment was implemented in a simulated online shopping environment.

The results show that WTPP exists, and WTPP level of regional brand labels is higher than that of enterprise brand labels. Consumers' WTPP is sustainable. Consumers with low WTPP for enterprise brand labels and consumers with high WTPP for regional brand labels have stronger willingness to repurchase.

The results have direct practical implications for developing brand agriculture and encouraging “brand consumption”. The results can provide theoretical reference for policymakers, enlightenment for the development and effective dissemination of agricultural brand labels and important information to e-retailers on how to sale agricultural products with agricultural brand labels.

To the best of the authors' knowledge, no previous study has related WTPP and its sustainability for agricultural brand labels in China. We try to fill a gap in literature on consumers' WTPP for agricultural brand labels. And the authors explore the sustainability of WTPP by analyzing the impact of WTPP on repurchase intention and recommendation intention respectively.

This study explores how collaborative cost sharing between the buyer and the supplier in cold chain equipment and marketing and advertising affects the performance of a fresh agricultural produce supply chain (FAP-SC).

We use a contingency approach to modeling different scenarios and analyzing how fairness perception, interplaying with corporative–retailer cost sharing., influences the performance of fresh agricultural produce cold chains.

The findings of the research highlight the crucial role of the retailer's fairness concern. When the retailer's fairness concern is absent, cost sharing (in cold chain equipment and marketing and advertising) is found to help boost demand and enhance the profits of members of the supply chain; bilateral cost sharing is found to have a more significant impact than unilateral cost sharing. When the retailer's fairness concern is taken into account, however, cost sharing is found to reduce demand at a lower level of fairness coefficient but increases demand at a higher level of fairness coefficient; bilateral cost sharing boosts both demand and profit of the supply chain when the retailer is in a “high concern, high anger” state.

The findings of the research highlight the important role of the buyer's farness perception when supply chain partners adopt collaborative cost sharing programs. This study contributes significantly to research and practice in supply chain collaboration and agricultural cold chain performance.

The purpose of this paper is to present a new method and model for determining the optimal decision-making for the pricing strategy to the Fuji apple in Shaanxi of Chain which is representing fresh agricultural products under the e-commerce environment.

Considering the rapid development of information technology as well as internet that actually motivate the e-commerce, Fuji apple is a distinctive product in China’s Shaanxi; its sales channels have extended to online sales under the wave of e-commerce. Internet trading platforms make it possible to trade online in real time between suppliers and customers who live in different geographical areas. In this paper, the authors study how to price online to maximize the total revenue. The challenge is to optimally price two different qualities of apple. Based on the consumer surplus theory, the authors use the method that builds the function of the relationship between the proportion of consumers purchasing different qualities of products and price.

This paper presents a generalized model to determine the optimal pricing that maximizes the total revenue of a fruit grower over a finite planning horizon. The authors divided discount into two intervals and discussed the optimal discounting and pricing at both intervals. Then they determined the optimal pricing strategy for Fuji apple in Shaanxi of Chain under the e-commerce environment.

This paper makes up for the lack of existing studies of pricing under the e-commerce environment. A new method and approach to the traditional pricing strategy is established and applied to a management decision-making problem with Chinese characteristics in reality.

The purpose of this paper is to analyze the impact of reference effects on online purchase intention (OPI) of agricultural products in B2C context and to examine how consumers’ food safety consciousness (FSC) moderates that impact.

An empirical survey was used to test the hypotheses. Data were collected from a total of 297 online consumers in China. A structural equation modeling is utilized to assess the relationships proposed in the research model.

The findings of this study show that reference effects have a significant impact on OPI of agricultural products. Both perceived value (PV) and perceived risk (PR) play a mediating role in the relations between reference effects and OPI, but the mediating effect of the PV is found to be significantly greater than that of the PR. Consumers’ FSC significantly and positively moderates the impact of reference effects on OPI, meaning that the more attention consumers pay to food safety, the greater the impact of reference effects on OPI will become.

First, this study mainly analyzes the positive impact of reference effects on OPI. Future research could discuss the negative impact of reference effects and compare the differences between them. Second, this study only takes the PV and PR as mediators into the research model. Future research could consider adding trust, attitude, and other variables and further explore and clarify the influencing mechanism between reference effects and OPI. Third, this study examines the moderating role of consumers’ FSC but does not fully discuss the moderating role of product categories. Further research could compare the influence of reference effects among multiple product categories.

This study provides valuable insights for agricultural enterprises and online vendors that reference effects are one of the most important factors to influence OPI. It suggests to agricultural enterprises and online vendors that reference effects can be used as a new instrument to influence consumers’ online purchase decisions.

This study for the first time defines reference effects in an online setting and introduces the perspective of reference effects to establish a theoretical model to explain consumers’ OPI of agricultural products. The study reveals the influencing mechanism of reference effects on OPI and thus enriches the theory of online purchase behavior.