Risk Control of Fresh Agricultural Products in E-Commerce Cold Chain: A Green Ecological Agriculture Perspective

Abstract

With the rapid development of the internet and shifts in consumption patterns, fresh agricultural products e-commerce has grown exponentially, yet its supply chain faces risks from product perishability, complex logistics, and information asymmetry. This study, integrating green ecological agriculture—a rarely explored perspective—classifies risks into controllable (logistics, financial, information, business flow) and uncontrollable (natural, market, policy, legal) types. Using AHP and fuzzy evaluation, it quantifies risks, revealing logistics risks (weight = 0.38) as most critical, followed by information and financial risks. Proposed strategies include cold chain optimization via technological upgrades, fair benefit distribution among supply chain participants, and enhanced information transparency through traceability systems and IoT/blockchain. Cases like MissFresh and JD.com validate these strategies, reducing spoilage rates and improving efficiency. This study advances dynamic risk assessment and guides green cold chain risk control.