The development of cold chain logistics has met the increasingly diversified needs of consumers, but there are great differences in consumers understanding and acceptance of cold chain logistics and the degree of fresh food under the use of cold chain logistics, and the relationship between cold chain logistics and fresh food prices is not clear. Based on the survey of consumers perception of cold chain logistics, this paper takes the price of fresh food products as the explained variable; cost, quality and consumer perception as the evaluation index system, and through the empirical analysis of bananas, establishes a mathematical model between these three factors and fresh food prices under cold chain logistics. Research shows that consumers have a higher acceptance of fresh products under cold chain logistics; consumer perception, physical and chemical indexes have basically the same significant positive impact on the price of fresh food. The purchase cost, transportation cost and refrigeration cost are inversely proportional to the price and have the highest correlations. Finally, suggestions are put forward to improve the infrastructure construction of cold chain logistics, improve the importance of enterprises and consumers for cold chain logistics, and gradually establish a reasonable price mechanism.
XIE Ru he,LIN Hai zhu,ZHENG Min zhen.
The construction and empirical analysis of fresh cold chain food price model based on consumer perception. Journal of Guangzhou University(Natural Science Edition). 2022, 21(1): 59-69