Inducing information provision on hybrid fresh produce e-commerce platforms via supplier freshness-keeping effort

Key Points

• Enhanced information provision can improve consumer confidence in purchasing fresh produce online.
• There was a notable increase in product information availability when suppliers implemented freshness-keeping efforts.
• Observational analysis across various e-commerce platforms highlights the role of supplier initiatives in consumer engagement.
• Increased transparency in fresh produce offerings may lead to greater consumer satisfaction and trust in online shopping.