A Study On Green And Fresh Consumption-oriented Supply Chain Contracts Coordination For Fresh Agricultural Produce

Global warming,atmospheric pollution and the frequent occurrence of environmental problems have seriously affected people's productive lives,and therefore have attracted the attention of countries around the world.In recent years,as China's economy has been growing,it has caused considerable harm to the environment,and in the face of serious environmental problems,the Chinese Government has actively carried out environmental management work and,through publicity,cultivated people's environmental awareness and guided green consumption.In such an environment,the public is increasingly focused on the balance between ecology and economic development,and consumers are becoming more aware of green consumption.The Chinese Government has repeatedly stressed the issue of green and sustainable development,and agriculture,as the foundation of the agricultural national economy,has become an important part of green and sustainable development.From the perspective of green sustainable development,this article considers consumers' green preferences based on the supply chain of fresh agricultural products in graduate school,but for fresh agricultural products,consumers also have higher requirements for freshness,but since fresh agricultural products have characteristics such as perishable and wearable,it is necessary to strengthen the freshness preservation capacity of cold chain logistics in the circulation process,so it is more realistic to consider consumers' green and freshness preservation preferences.This paper first elaborates on the research on supply chain coordination,fresh agricultural products preservation efforts and consumer green preferences 'at home and abroad,and then elaborates on supply chain coordination,fresh agricultural products,fresh agricultural products supply chain operation mode,e-commerce logistics operating model and other related theories,including conceptual connotations,overall processes and impact factors,which are the theoretical basis for this paper and provide theoretical support for the model construction and solution.In view of this,this paper integrates the greenness and freshness of fresh agricultural products that consumers are most concerned about into the demand function when consumers have both freshness and green preferences.The study found that the optimal decision making in the centralized model is better than in the decentralized model,and in order to coordinate the supply chain of fresh produce,the "benefit-sharing+cost-sharing coordination pact" was introduced to achieve fresh produce supply chain coordination and Pareto improvement.Finally,the validity of the contract and the correctness of the conclusions were verified by a sensitivity analysis of the contract parameters and supply chain parameters by numerical analysis.