Abstract
Purpose This paper aims to examine the blockchain introduction and altruistic preference decisions of the supplier in agricultural food supply chains and discuss how the supplier decisions are influenced by blockchain technology and altruistic preference levels. Design/methodology/approach The author considers a single period two-level supply chain model to describe the supplier’s decisions. The supplier, as the leader of the game, decides whether to introduce blockchain technology and his own level of altruistic preferences. Consumers have environmental awareness and heterogeneity in green trust. Supply chain members determine their own product pricing and green effort level under Stackelberg game. Findings The results reveal the negative impact of unit verification cost in the technology introduction process on the supply chain. In addition, the supplier can adjust their profits by adjusting their altruistic preferences after introducing blockchain to offset the impact of blockchain through the influence of altruistic preferences as discussed by the author. Originality/value This paper investigates how the profits and green efforts of supply chain members are influenced by blockchain technology and altruistic preferences.
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