Effect of consumption psychology on logistics mechanism in green supply chain of agricultural products

Abstract

The supply chain of agricultural products comes into being to satisfy the growing demand for green, safe, healthy and nutritious agricultural products. The operation of the supply chain is affected by the consumption psychology. Considering consumption psychology and psychological preference of consumers, this paper explores how consumption psychology affects the logistics mechanism in green supply chain of agricultural products. Special attention as paid to the popular dual-channel supply chain, which integrates the traditional retailer channel and the online direct-sales channel, with the price of agricultural products as the decision variable of the logistics mechanism. The results show that the consumption psychology is mainly affected by cost, delivery speed, packaging and professional service; the dual-channel green supply chain is suitable for the logistics and sale of agricultural products; the overall profit of the supply chain decreases with the growing fairness preference of consumer, while the total demand of the supply chain increases. The research results lay the basis for constructing the green supply chain for agricultural outputs.