The rapid expansion of the e-commerce market has led customers to pursue the convenience of shopping while concurrently heightening their focus on the safety of food products purchased through online channels.This consumer demand trend is one of the main reasons why blockchain technology is increasingly being applied to food information tracking in the fresh e-commerce sector. Based on observations of fresh e-commerce practices, we studythe role of blockchain in an environmentally friendly fresh e-commerce supply chain. Firstly, the positive and negative impacts of adopting blockchain technology on the operation of fresh e-commerce are considered. After providing quantitative descriptions on these impacts, we construct a two-echelonsupply chain game model under different power structures, with and without the adoptionof blockchain technology. Secondly, the optimal pricing, the optimal commission, the optimal per-unit carbon reduction, and the blockchain investment decisions for the supply chain are derived across different scenarios. Differences in supply chain performances before and after the adoption of blockchain technology under two power structures (decentralized decision-making and integrated decision-making) are contrasted, as well as the variations between two power structures before and after blockchain adoption. Finally, in the mathematical simulation section, we also analyzed the impact of the level of information disclosure based on blockchain on supply chain decisions and the conditions for adopting blockchain technology. We found some interesting results: When adopting the blockchain technology, integrated decision-making does not necessarily have an absolute advantage in terms of system profit and product price. Especially when only partial product information is disclosed, the advantage of this power structure in integrated decision-making is weakened. Compared with suppliers of fresh agricultural products, the intrinsic motivation for e-commerce platforms under the agency model to adopt blockchain technology is stronger. When the conditions for demand sensitivity factors or technology cost factors are met, integrated decision-making following the adoption of blockchain technology can outperform decentralized decision-making in every aspect.
