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This study investigates how food safety trust works as a critical moderator in the Chinese online fresh agricultural market based on an extended technology acceptance model.

The authors propose a research model that integrates attributes from the technology acceptance model, perceived product quality, logistics service quality, risk, and food safety trust. Structural equation modeling was applied to estimate the causal relationships using data from 851 Chinese customers.

The results indicated that perceived usefulness, product quality, and logistics service quality significantly enhance Chinese customers' intention to shop online for fresh agricultural products. Further, the positive effects increase when customer trust in food safety changes from low to high. In contrast, perceived risk reduces Chinese customers' willingness to engage in online shopping, but the negative influence is weaker for customers with high trust in food safety than for those with low trust. However, perceived ease of use plays an insignificant role in predicting online purchase intention and the impact does not vary depending on food safety trust.

This study suggests managers should consider the important moderating role of food safety trust to make effective strategies for fresh agricultural e-commerce development in China.

The existence of the advertising delay effect and its impact on supply chain operations have been demonstrated in the current study. Therefore, this study develops a timely inventory control strategy for the fresh produce supply chain to address the advertising delay effect in the fresh produce supply chain.

This study proposes a game model based on the Nerlove-Arrow time delay differential equation and Pontryagin's maximum principle. Through comparative analyses of the optimal equilibrium strategies, the authors compare the optimal equilibrium strategies, product goodwill and optimal inventory trajectories for suppliers and retailers under secondary replenishment decisions and decentralized decisions.

The authors find that (1) Only when the sales cycle meets certain conditions can the overall profit of the supply chain under the secondary replenishment decision be greater than that under the decentralized decision. As the price markup coefficient increases, the total profit of the supply chain first increases and then decreases. (2) With the increase in the delay time, the replenishment quantity during the initial period gradually decreases. After the delay time elapses, the inventory depletion rate under secondary replenishment decisions is faster than that under decentralized decision-making. (3) Although there is a continuously increasing maximum value of product goodwill with the increase in delay time, it becomes difficult to achieve this value for longer delays.

The authors’ findings provide a theoretical basis for supply chain members of fresh agricultural products to select replenishment and inventory control strategies when adopting different levels of delay in advertising marketing.

Firstly, this paper explains the impact of advertising delay effect on fresh produce supply chain from a dynamic perspective, and secondly, it provides guidance on advertising formulation and inventory replenishment for fresh produce retailers under the influence of advertising delay effect.

Due to consumption changes in the post-pandemic era, the production safety of agricultural products is affecting global consumers. This paper constructs an evaluation index of the agricultural Internet of things (IOT) traceability system and evaluates it using the dynamic hesitant-fuzzy linguistic term sets (HFLTS)-based DEMATEL method to improve agricultural supply-chain links and improve production quality.

The agricultural IOT traceability index system is constructed using the literature and expert interviews; it comprises 6 first-level indices and 20 second-level indices. The agricultural IOT traceability system is evaluated using the dynamic HFLTS-DEMATEL method.

Producers' awareness of agricultural-production safety (A11) has the most significant impact on production and processing links, while warehouse location and storage capacity (A31) have the largest impact on the circulation link. Inspection authenticity and transparency and quarantine information (A41) have the largest impact on the detection-consumption link. The extent to which the traceability-platform construction is complete (A62) has the largest impact on technical support.

The present paper may be limited to the era of post-pandemic, and it is hard to consider all the indices. Further research can broaden the research context and establish a more comprehensive index system.

The index system constructed in this study will surely help relevant regulatory authorities in China to promote the construction of agricultural IOT traceability system and establish a unified standard, so as to provide a basis for future developers to enter the field. Accordingly, it also can help every subject to identify the key indices of each process in the agricultural-product supply chain and guide relevant departments to conduct targeted information tracking and management. The consumers could also understand the standards of traceable agricultural products and effectively protect their own rights and interests.

The existing literature does not provide an objective, unified standard for measuring a decentralized traceability system or identifying key processes. This study therefore proposes a new evaluation index system and uses a dynamic evaluation method to determine the importance of key indices. This study identifies the most important indices in each process, making it possible to discover, improve, and enhance the quality of agricultural products at a practical level.

The aim of this study was to analyze the effects of carbon reduction efforts and preservation efforts on system benefits in the cold chain industry of fresh products.

This study develops an optimal decision game model for the fresh products in the cold chain, incorporating the retailer's preservation effort and the supplier's carbon emission reduction effort. It quantifies the relationship between carbon emission reduction effort, preservation effort and system profit. The model considers parameters like carbon trading price, consumer low-carbon preference and consumer freshness preference, reflecting real-world conditions and market trends. Numerical simulations are conducted by varying these parameters to observe their impact on system profit.

Under the carbon cap-and-trade policy, the profit of the fresh cold chain system is higher than that of the fresh cold chain system without carbon constraints, and the profit of the supplier under decentralized decision-making is increased by nine times in the simulation results. The increase in carbon trading prices can effectively improve the freshness level of fresh products cold chain, carbon emission reduction level and system profit.

This study comprehensively considers the factors of freshness and carbon emission reduction, provides the optimal low-carbon production decision-making reference for the fresh food cold chain and promotes the sustainable development of the fresh food cold chain.

The fresh food supply chain industry faces significant challenges in risk management because of the complexity, immature development and unpredictable external environment of imported fresh food supply chains (IFFSCs). This study aims to identify specific risk factors in IFFSCs, demonstrate how these risks are transmitted within the system and provide an analytical framework for managing these risks.

A total of 15 risk factors for IFFSCs through extensive literature review and expert consultation are identified and classified into seven levels using interpretive structural modeling (ISM) to demonstrate the risk transmission path. Fuzzy Matrice d’Impacts Croises-Multiplication Appliance Classement (MICMAC) analysis is then used to analyze the role of each factor.

The interactions of the 15 identified risk factors of IFFSCs, classified into seven levels, are visualized using ISM. The fuzzy MICMAC analysis classifies the factors into four groups, namely, dependent, independent, linkage and autonomous factors, and identifies the relatively critical risk factors in the system.

The findings of this research provide a clear framework for enterprises operating in IFFSCs to understand the specific risks they may face and how these risks interact within the system. The fuzzy MICMAC analysis also classifies and highlights critical risk factors in the system to facilitate the formulation of appropriate mitigation measures.

This study provides enterprises in IFFSCs with a comprehensive understanding of how the risks can be effectively managed and a basis for further exploration. The theoretical model constructed is also a new effort to address the issues of risk in IFFSCs. The ISM and the fuzzy MICMAC analysis offer clear insights for researchers and enterprises to grasp complex concepts.

The demand for the cold chain logistics of agricultural products was investigated through demand forecasting; targeted suggestions and countermeasures are provided. This paper aims to discuss the aforementioned statement.

A Markov-optimised mean GM (1, 1) model is proposed to forecast the demand for the cold chain logistics of agricultural products. The mean GM (1, 1) model was used to forecast the demand trend, and the Markov chain model was used for optimisation. Considering Guangxi province as an example, the feasibility and effectiveness of the proposed method were verified, and relevant suggestions are made.

Compared with other models, the Markov-optimised mean GM (1, 1) model can more effectively forecast the demand for the cold chain logistics of agricultural products, is closer to the actual value and has better accuracy and minor error. It shows that the demand forecast can provide specific suggestions and theoretical support for the development of cold chain logistics.

This study evaluated the development trend of the cold chain logistics of agricultural products based on the research horizon of demand forecasting for cold chain logistics. A Markov-optimised mean GM (1, 1) model is proposed to overcome the problem of poor prediction for series with considerable fluctuation in the modelling process, and improve the prediction accuracy. It finds a breakthrough to promote the development of cold chain logistics through empirical analysis, and give relevant suggestions based on the obtained results.

The purpose of this study is to explore the effect and mechanism of the digital economy’s influence on the binary margin of agricultural exports.

Based on the theoretical analysis of the mechanism of the digital economy’s influence on the binary margin of agricultural exports, this study empirically examines the effect and mechanism of the digital economy’s influence on the binary margin of agricultural exports based on China’s customs export data from 2011 to 2016.

The relevant findings are threefold. (1) The digital economy significantly improves the binary margin of agricultural exports, and its effect on the intensive margin is stronger than that on the expansive margin. After the expansive margin is subdivided, the effects on the three sub-variables of the expansive margin are in the following order: old products exported to new markets > new products exported to old markets > new products exported to new markets. (2) The heterogeneity analysis reveals that the digital economy has a stronger role in promoting the binary margin of exports for enterprises in the eastern region, high-income countries as the destination of exports and state-owned enterprises. (3) Mechanism analysis shows that the digital economy promotes the binary margin of agricultural exports by reducing trade costs and intensifying market competition.

First, in terms of research perspective, although there are some studies on the impact of the digital economy on export trade in existing literature, the research objects mainly focus on manufacturing enterprises. In fact, agricultural trade is susceptible to natural conditions and seasonal factors, and countries may impose more SPS measures and TBT measures on agricultural trade due to risk considerations. The relationship between the digital economy and agricultural trade also has its own characteristics, but there are few research studies in this area. At present, only Liu and Gao (2022), based on the data of total imports and exports of different agricultural products from 2004 to 2018, have established a vector auto-regressive model to empirically analyse the heterogeneous dynamic impact of the digital economy on the trade volume of agricultural products. In addition, Ma and Guo (2023) conducted an empirical test on the total effect, regional heterogeneity and threshold effect of the digital economy on agricultural export trade based on China’s provincial panel data from 2011 to 2020. Therefore, under the new circumstances of continuous integration of digital technology and agriculture, this study interprets the impact effect and mechanism of the digital economy on the binary margin of agricultural exports from the perspective of the digital economy, providing new research perspectives and approaches for promoting the growth of agricultural exports. Second, in terms of theoretical analysis, the above studies have not been fully analysed in terms of the specific mechanism of the impact of the digital economy on agricultural exports. Based on the positive and negative characteristics of agricultural trade, this study introduces two kinds of roles into the theoretical analysis framework to comprehensively determine the trade impact effect of the digital economy. Third, in terms of research design, this study empirically examines the impact of the digital economy on the binary margin of agricultural products, passing a series of robustness tests and investigating the mediating roles of trade cost and market competition effects, producing an empirical basis for China to leverage the digital economy to promote the binary margin of agricultural exports.

As the saying goes, “food is heaven of people” the development of agriculture is not only related to the quality of human life but also profoundly affects the efficiency of economic operation. However, under the background of rapid economic and technological development, China’s agricultural modernization process is very slow and incompatible with the development trend of economic modernization. Therefore, it is particularly necessary to innovate the traditional agricultural development model to break through the bottlenecks encountered in the transformation process of agricultural modernization. The proposal of the agricultural logistics ecosphere is to solve the problems of poor industrial linkage, low technical level and backward operation mode in the development process of traditional agriculture, and it is an important starting point for agricultural supply-side structural reform. This study aims to answer three questions in three aspects, namely, what is the agricultural logistics ecosphere, analyzes the general composition of the agricultural logistics ecosphere and how the subjects of the agricultural logistics ecosphere cooperate. It also puts forward suggestions for the coordinated development of the agricultural logistics ecosphere under the leadership of Taoxin. Also, it inspires the transformation of the agricultural development model in other regions and countries.

This study adopts a case study and a qualitative analysis method to collate the first-hand and secondary data obtained from the interview and form a tertiary coding. It explores the mechanism of coordinated development of the agricultural logistics ecosphere from four levels: goal synergy, resource synergy, ability synergy and benefit synergy.

First, the formation of the agricultural logistics ecosphere will not be achieved overnight, as operational management matures and ecosphere experiences the germination-development-mature evolution process. Second, target synergy is the foundation and premise for the formation of agricultural logistics ecosphere: to attract external resources with Taoxin characteristic core resources, to attract external resources to achieve synergy, to provide a guarantee for the realization of the maximum value of the agricultural logistics ecosphere and then to realize the interest synergy of internal and external subjects. Third, driving agricultural products upward in the “10 + 1” model: it is the core resource of the agricultural logistics ecosphere led by Taoxin and attracts external subjects to gather with core resources to further improve the value of the ecosphere. The improvement of the value of the ecosphere can broaden the ecosphere network. This is both an important construction of the ecosphere, and it is also the path choice of the coordinated development of the agricultural logistics ecosphere.

This study has a very important practical value and theoretical significance. In practical terms, the integration of “primary, secondary and tertiary industries” is helpful to foster new momentum for the development of agriculture and rural areas and promote the general framework of the agricultural logistics economy, the analysis of the general mechanism and extension of the transition of the new economy.

Motivated by the wide application of procurement strategies in retailing, this paper aims to examine the effect of procurement strategies on decisions and profits and strategic inventory (SI) is considered.

The game-theoretic models are developed under a two-period fresh product supply chain (FSC), and consist of the mode of purchasing products only in the first period without SI (Scenario S), the mode of purchasing products in every period without SI (Scenario T) and the mode of purchasing products in every period with SI (Scenario TS).

Conducting the calculating and comparing, some major findings can be concluded. In general, two-period purchasing strategies (Scenarios T and TS) promote a higher freshness-keeping effort than the single buying strategy (Scenario S). Regarding the pricing strategy, SI and Scenario S can both contribute to obtaining a lower wholesale price, the retailer's pricing is relatively complicated and hinges on the consumer's sensitivity to freshness-keeping effort and the holding cost. Besides, comparing the sales quantity and the profit, the authors find that Scenario TS stimulates more demands and brings more profits for the manufacturer. However, Scenario TS is not the optimal selection for the reason that SI sometimes hurts the retailer and even the whole supply chain. Whereas, when the holding cost is in a certain range, Scenario TS will lead to a win-win situation.

The main findings of this study can give the enterprises some advice on the procurement strategies of fresh products and the decisions of pricing and the freshness-keeping effort.

This paper studies the optimal decision-making and coordination problem of a dual-channel fresh agricultural product (FAP) supply chain. The purpose is to analyze the impact of information sharing on optimal decisions and propose a coordination mechanism to encourage supply chain members to share information.

The two-echelon dual-channel FAP supply chain includes a manufacturer and a retailer. By using the Stackelberg game theory and the backward induction method, the optimal decisions are obtained under information symmetry and asymmetry and the coordination contract is designed.

The results show that supply chain members should comprehensively evaluate the specific situation of product attributes, coefficient of freshness-keeping cost and network operating costs to make decisions. Asymmetric information can exacerbate the deviation of optimal decisions among supply chain members and information sharing is always beneficial to manufacturers but not to retailers. The improved revenue-sharing and cost-sharing contract is an effective coordination mechanism.

The conclusions can provide theoretical guidance for supply chain managers to deal with information asymmetry and improve the competitiveness of the supply chain.

This paper combines the three characteristics that are most closely related to the reality of supply chains, including horizontal and vertical competition of different channels, the perishable characteristics of FAPs and the uncertainty generated by asymmetric demand information.