Digital economy technologies such as big data, artificial intelligence, and 5G have brought significant changes to the operation and management of regional agricultural products. As a result, competition between agricultural enterprises turned to competition between brands. Recently, many regional brands of agricultural products have emerged, but most have low visibility, low influence, and significant homogeneity. Therefore, ways to rapidly improve public awareness of regional agricultural brands’ products have become an important issue in some regions. Against the background of regional brands and on the basis of 576 responses to a survey questionnaire, this study analyzes the direct and indirect influences of awareness and perceived quality on consumers’ purchase intention of agricultural products and the mediating influence of brand trust on consumer purchase intention. The results indicate that awareness has a significant positive effect on consumers’ purchase intention and that brand trust could strengthen the influence of awareness on consumers’ purchase intention. At the same time, brand trust can promote the positive influence of perceived quality on consumers’ purchase intention. This study extends the research on consumer behavior theory, reveals the influence mechanism of consumer purchase intention of the agricultural products of regional public brands, and provides a new perspective for further research on agricultural products in some regions. Additionally, we provide management implications for the operation of agricultural products of regional public brands.

Although many studies have suggested that the relationship between different supply chain members significantly affects agricultural product quality, suppliers’ perceptions of fairness, which greatly influence their decisions on building the relationship quality, are often overlooked. Particularly, the empirical evidence to investigate the impacts of suppliers’ fairness on the relationship quality and the factors that affect the suppliers’ fairness is missing, and therefore this knowledge gap needs to be filled by new research. Herein, we conducted a survey of 450 agricultural product suppliers and systemically analyzed the impact of antecedents on fairness perception and the impact of fairness perception on relationship quality. In addition, we developed a structural equation model and found that information sharing and price satisfaction had significantly positive effects on procedural fairness and distributive fairness, respectively. Furthermore, our studies demonstrated that procedural fairness is more important in improving the relationship quality than distributive fairness. However, supplier dependence is another important impact factor, and it greatly decreases the positive effects of suppliers’ fairness on relationship quality. In summary, the study results provide several managerial implications and extend our understanding of the importance of suppliers’ fairness in the relationship quality, which involves product development with respect to the supplier’s performance.

Blockchain technology allows fresh agricultural enterprises to share records stored on the chain, and the technology can benefit information management systems, such as decentralization and transparency. This study uses game theory to examine a blockchain introduction strategy for fresh agricultural enterprises in a competitive environment, considering consumer traceability preferences. We establish a pricing decision model in traditional and blockchain traceability modes and identify optimal solutions. Additionally, we analyze the impact of the blockchain introduction strategy, consumer preferences, and blockchain influence factor on optimal pricing decisions. The results indicate that the introduction of blockchain could improve the profits of enterprises under certain conditions. Moreover, consumer traceability preferences and the blockchain influence factor could significantly affect the blockchain introduction strategy. We also discover that when the blockchain influence factor meets a certain range, introducing blockchain technique in the traceability system could shift demand from traditional enterprises to blockchain enterprises. The total market demand for blockchain enterprises under the blockchain traceability mode will increase, whereas that of traditional enterprises under the blockchain traceability mode will decrease. Both consumer traceability preferences and the blockchain influence factor could significantly affect optimal pricing. Finally, some management suggestions are provided for the traceability of fresh agricultural enterprises based on the research conclusions.

Suppliers are important members of the agricultural supply chain. Moreover, their behavior decisions may affect the sustainable development of the agricultural supply chain. Considering agricultural supplier trust, this study examines the direct impact of trust perception on relationship quality and the indirect impact of supplier fairness perception on relationship quality. Based on the survey data of agricultural product suppliers, this study uses the structural equation model method for empirical analysis. The analysis results show that both fairness perception and trust perception have a significant positive impact on the relationship quality of the agricultural supply chain. Trust perception particularly has a positive direct impact on the relationship quality of the agricultural supply chain, while fairness perception has an indirect influence on the relationship quality of the agricultural supply chain through trust perception. In addition, information sharing, price satisfaction, income level, and environmental certainty have a significant positive impact on suppliers’ fairness perception. Therefore, retailers comprehensively consider both fairness perception and trust perception of suppliers, which will help improve the relationship quality of the supply chain.

The rapid development of the new energy vehicle (NEV) industry has led to concerns about battery quality and the transparency of green recycling, causing uncertainty among consumers. Many firms adopt blockchain technology to solve this problem, but blockchain adoption will bring privacy leakage risk to consumers. A Stackelberg game model of a three stage NEV supply chain is constructed to examine the impact of adapting blockchain on strategic decisions of supply chain participants. We consider a setting in which a battery supplier provides batteries to a NEV manufacturer, and a third-party recycler recovers retired batteries for a NEV manufacturer. We explore the influence of consumers’ green recycling preferences on the decisions of NEV supply chain members in three scenarios: not adopting blockchain traceability (NB), adopting blockchain with forward traceability (FB), and adopting blockchain with forward–reverse traceability (DB). We find that NEV supply chain members are more likely to adopt forward–reverse traceability under certain conditions. Moreover, the adoption of blockchain drives the battery supplier and NEV manufacture to increase wholesale price and retail price, especially under forward–reverse traceability. In addition, when consumers exhibit strong preferences for green recycling, third-party recyclers are more willing to invest in blockchain-based recycling due to its ability to enhance the accuracy and credibility of recycling data.

Blockchain is widely used in the manufacturing industry. This paper establishes a dual-channel supply chain composed of a manufacturer and an e-retailer. A monopoly manufacturer conducts indirect online selling through retailers as well as direct offline selling. The manufacturer chooses to adopt a self-built blockchain traceability system (SBT) or a third-party blockchain traceability system (TBT). Game analysis is developed to depict the pricing decision for the manufacturer and e-retailer. The optimal pricing decisions of the supply chain between manufacturer and e-retailer for different blockchain traceability strategies are obtained. We explore the influence of consumers’ traceability awareness on the decisions of dual-channel supply chain members when adopting different blockchain traceability strategies. The main results show that when the fee paid to the blockchain service provider is low, the manufacturer will prefer to adopt TBT. Moreover, we prove that consumers’ traceability awareness, the cost of adopting TBT, the blockchain traceability technology level, and the research and development cost factor of blockchain technology could affect the decisions of supply chain members. Finally, some management suggestions are provided.