Dynamic optimization of e-commerce supply chains for fresh products with blockchain and reference effect

Due to information asymmetry, consumers often rely on reference freshness when purchasing fresh products online. We employ blockchain technology to address this issue and enhance transparency in the fresh product supply chain. Specifically, using product freshness and goodwill as state variables, we develop a fresh product supply chain model involving a supplier and an e-commerce platform, based on differential game theory. By comparing traditional supply chain models with those utilizing blockchain technology, this study reveals that blockchain implementation encourages suppliers to increase their freshness-keeping efforts during distribution. Meanwhile, the e-commerce platform may reduce its advertising efforts. This strategic shift can result in a higher long-term equilibrium freshness compared to scenarios without blockchain implementation. Additionally, the research demonstrates that goodwill significantly improves when blockchain investment efficiency reaches a sufficient threshold. However, the study also highlights how reference freshness can lower the level of blockchain traceability. These findings provide valuable insights into the application of blockchain in managing fresh products on e-commerce platforms.