Should organic fresh produce in the platform economy ride blockchain technology wave?

Over the past few years, e-commerce platforms owning blockchain technology are increasingly introduce their private fresh produce brands. For brands that sell organic fresh produce on these platforms, they need to evaluate whether to adopt platform blockchain technology (BCT) for their organic fresh produce, and to evaluate the impacts of platform introducing private brand. To address practical challenges for brands selling organic fresh produce, we develop four theoretical models. Through comparative analysis, the results indicate that consumer’s sensitivity to freshness-keeping effort, consumer’s trust degree, and the unit BCT cost play significant roles in determining optimal blockchain introduction strategy for brands selling organic fresh produce. Moreover, when platforms introduce their private brands, the willingness of brand owners adopting platform blockchain technology decreases.