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PurposeThis study aims to explore the relationship among five types of power (expert, referent, legitimate, reward and coercive power), two dimensions of cooperative behavior (specific investments and communication) and three types of alliance performance (alliance stability, income increase and cost decrease) in contract farming. By investigating the dyadic perspectives of companies and contract farmers, the authors examine how power use influences cooperative behavior, which further enhances alliance performance.Design/methodology/approachThe authors construct a theoretical model grounded on resource dependence theory (RDT). Data from 202 companies and 462 farmers in China are used to test the proposed hypotheses using structural equation modeling.FindingsThe authors' results show that the five types of power play different roles in cooperative behavior. On the one hand, farmers' expert, reward and coercive power enhance the company's specific investments; farmers' expert power enhances the company's communication but farmers' coercive power harms the company's communication. Also the company's specific investments enhance communication that is positively related to alliance ability, income increase and cost decrease. On the other hand, the company's expert, referent and legitimate power enhance farmers' communication, while the company's coercive power harms farmers' communication; the company's reward and coercive power enhance farmers' specific investments. Moreover, farmers' communication is positively related to alliance ability, income increase and cost decrease, but farmers' specific investments do not significantly influence such.Originality/valueThis study contributes to the literature on contract farming supply chain management by examining the relationships among power use, cooperative behavior and alliance performance from the dyadic perspective of companies and farmers. These findings have practical implications for agricultural companies and farmers promoting cooperative behavior and alliance performance through appropriate power use in contract farming supply chains.

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IntroductionIn 2020, the outbreak of COVID-19 has forced consumers to shift their consumption patterns online. However, the problem of online fraud in green agricultural products seriously undermines consumer trust and is detrimental to the sustainable consumption of green agricultural products. Therefore, it is particularly important to enhance consumers’ trust in online sellers. This study aims to investigate how the product environmental information transparency(soil information transparency and water information transparency) affects online consumers’ purchasing behavior of green agricultural products.MethodsThis study constructs a theoretical framework of “product environmental information transparency - online consumer trust - online purchase behavior”.We conducted an online randomized questionnaire to collect data from a sample of 512 consumers who had experience buying green agricultural products online fitted a structural equation model (SEM).ResultsThe results show that (1) the two dimensions of product environmental information transparency have different effects on different dimensions of online consumer trust. Among them, soil information transparency has a significant positive effect on competence trust, while it does not have a significant positive effect on benevolence trust. Water information transparency has a significant positive effect on both dimensions of online consumer trust, (2) online consumer trust has a significant positive effect on online consumer purchase behavior, and (3) competence trust has a significant positive effect on benevolence trust.DiscussionOur study shows that consumer trust in merchants is significantly enhanced by increasing the transparency of environmental information about green agricultural products. different dimensions of environmental information transparency have different effects on different dimensions of online consumer trust. Product information transparency is proposed as a tool for producers to use in the online marketing of green agricultural products. Consumers’ access to information can be improved through online public disclosure of environmental quality indicators in the production process of green agricultural products, and ultimately enhance online consumption of green agricultural products.

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