Quality Improvement of Agricultural Products Supply Chain Under Social Preference and CSR by Big Data Analysis

Yanhong Qin,Lin Xiang

doi:10.4018/jgim.291513

Abstract

Purpose- The aim of this study is to analyze the effect of corporate social responsibility (CSR) and social preference on quality improvement of the agricultural products supply chain composed of agricultural products producer and processor (A3P) and supermarket by theoretical analysis and empirical evidence. Methodology- This paper sets Stackelberg game model under A3P’s CSR by considering supermarket’s altruistic reciprocity and A3P’s fairness conern, respectively. By comparative analysis, we study the effect of CSR, altruistic reciprocity and fairness conern on the quality improvement of the agricultural products supply chain. Then, we adopt the empirical evidence to analyze the correlation between CSR, altruistic reciprocity (fairness concern) and quality improvement and the mediating effect of altruistic reciprocity (fairness concern) by investigating the agricultural enterprises.

Highlights

With the rapid economic development and material enrichment, consumers’ demand for agricultural products has changed from quantity satisfaction to quality improvement
We study the effect of corporate social responsibility (CSR), fairness concern and altruistic reciprocity on the quality improvement of the agricultural products supply chain
Supermarket’s fairness concern will reduce the quality of agricultural products, reduce social welfare and aggravate the double marginal effect of supply chain

Summary

Introduction

With the rapid economic development and material enrichment, consumers’ demand for agricultural products has changed from quantity satisfaction to quality improvement. Incomplete legal system, inadequate supervision, and asymmetry information are certainly important, but the root of the problem is the lack of corporate social responsibility (CSR) and the poor quality control of agricultural products. Some researches proved that enterprises with strong consumer awareness and active CSR commitment can obtain greater enterprise value (Liu et al 2019), and especially can improve quality efforts by increasing quality input, which can ensure the supply and circulation of high-quality agricultural products, and publicize and establish corporate image and improve market share by big data analysis based on internet

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Conclusion