In recent years, as the China’s rapid social and economic development as well as people’s living standards improvement, normal food has been unable to meet the increasing demands of consumers. The series of food safety incidents (such as "Sudan" and the Sanlu milk powder) push governments, businesses and consumers to concern about food safety and quality issues, and at the same time promote the increasing demand of green food even organic food. Since1999, the Ministry of Agriculture has begun to promote green food, and its name, standard and logo have been provided to encourage Chinese enterprises to produce pollution-free, high-quality and safe food. On June1,2009, based on the integration of existing laws and regulations, the Chinese government officially implemented the Food Safety Law to further regulate health and safety issues in food processing. In this context, in order to meet increasingly stringent government laws and regulatory requirements as well as rapidly changing consumers’ demands, enterprises have faced important issues such as on how to build and ensure the normal operation of the food supply chain, and how to develop green food and organic food to effectively ensure food quality and food safety.However, green food is easy to be decayed and seasonal, hence accordingly green food supply chain suppliers have met some problems like speciality of suppliers, difficult logistics, instability and structural complexity of the supply. Thus, to achieve the win-win situation in the whole food supply chain by quality products and services to gain a competitive advantage, it is important to establish a safe, efficient sustainable green supply chain model with rapid response to reduce environmental impact and control food safety in all aspects of the entire supply chain to ensure. Therefore, sustainability of green food supply chains include economic, environmental and social dimensions, namely, maintaining sustainable profitability and the rational allocation of profits in each link; improving resource use and reducing environmental pollution; ensuring the normal supply of high quality, safe, pollution-free food to meet consumers’ demands.Since China developed the green food industry in1990, the development of green food industry in the supply chain has a significant gap compared with foreign leading companies. Overseas studies of green food supply chain show that it is a typical process "from the field to the folk" and an obvious nonlinear system mutually driven by producers and consumers. However, in China, the government need play a very important driving role. Green supply chain is a multi-driven system by governments, businesses and consumers. Thus the thesis studies key links of green food sustainable supply chain, studies green food sustainable production of China based on theoretic analysis and empirical studies of the current status with a Bass model. Meanwhile through the empirical research, the relationships between external/internal factors of customers’ green food consumption intention and behaviors are elaborated. By using the Grey-DEMATEL method, it proposes three critical measures to realize green food sustainable supply chains. The research on sustainable supply chain of green food could hopefully provide valuable references to ensure sustainable growth in green food.First, based on the enterprise’s perspective, it studies the status of innovation diffusion of green food production to obtain the mechanism of innovations diffusion. Then the thesis establishes the Bass model of green food sustainable manufacturing by analyzing annual statistics.Second, based on the perspective of consumers, it studies the mechanism of green food consumption on green consumer willingness and behavior factors through statistical analysis. It further studies the affecting factors such as the external factors, internal factors and situational factors with the research on the mediating variables and manipulated variables.Finally, the thesis studies the realizing measures of green food sustainable supply chain management by the Grey-DEMATEL method. Based on the theories and experiences of green food sustainable supply chain management experts in the green food industry, this thesis identifies barrier factors of green food sustainable supply chain. The thesis developed a cause-effect matrix of the barrier factors to make cause-effect analysis and sensitivity analysis. By introducing the grey numbering range, it resolves the numeric fuzzy issue. The research concludes with the long-term, short-term and essential measures of green food sustainable supply chain realization according to the cause factors, the result factors and the centrality. |