Research On Cold Chain Logistics Supply Chain Optimization Considering Low Carbon And Consumer Freshness Preferenc

With the improvement of consumers’ living standards,people show a strong willingness to buy green agricultural products with "no pollution,safety and high quality".In this consumption scenario,the market puts forward higher requirements for the optimization of cold chain logistics supply chain.Therefore,it is of great significance to improve the operation of cold chain logistics enterprises to consider consumers’ preference for low carbon and freshness of cold chain products into the optimization of cold chain logistics supply chain.By using literature research method and mathematical analysis method,a research model is constructed with consumers’ preference for low carbon and freshness of cold chain products as independent variables,consumers’ perception of functional value,environmental value and emotional value as intermediary variables,cold chain logistics distribution service quality as moderating variable,and consumers’ purchase intention for cold chain products as dependent variable.Consumer data were collected through online questionnaires,and related research and analysis were carried out using software AMOS28.0 and SPSS26.0.Based on the successful demonstration of the mediating effect of consumer value perception and the moderating effect of cold chain logistics distribution service quality,the concept of the total support level of consumers willing to contribute to the environment(environmental value)and other use value scenarios(emotional value)is introduced,and the consumer utility function considering consumers’ preference for low carbon and freshness is established.The expression of consumer demand function for cold chain products when utility maximization is obtained.Then,the cold chain logistics supply chain optimization model is set up with the lowest total cost and carbon emissions of cold chain logistics enterprises and the highest consumer satisfaction.The cold chain logistics enterprise of A agricultural product in Guizhou Province is taken as an example for analysis,and the influence of cold chain logistics supply chain on the actual operation of enterprises is further explored.The results show that:(1)Consumers’ preference for low carbon and freshness has a positive impact on consumers’ purchase intention;(2)Consumer lowcarbon preference can have a positive impact on the three dimensions of consumer value perception,and value perception plays a partial mediating role between consumers’ low-carbon preference and their purchase intention;(3)Consumers’ freshness preference can have a positive impact on consumers’ perception of functional value and emotional value,and value perception plays a complete mediating role between consumers’ freshness preference and their purchase intention;(4)Cold chain logistics distribution service quality has a positive moderating effect between consumers’ preference for freshness and their purchase intention,but there is no moderating effect between consumers’ preference for low carbon and their purchase intention.Finally,based on the overall research results,this paper proposes reasonable suggestions for the operation and management of cold chain logistics enterprises from the aspects of consumer preference behavior,consumer value perception system,cold chain logistics distribution service quality and enterprise environmental protection strategy.