PERFORMANCE ASSESSMENT MODEL AND STRATEGIES OF GREEN COLD CHAIN MANAGEMENT FOR SUSTAINABLE COMPETITIVE ADVANTAGE IN THE PROCESSED FRUIT INDUSTRY

Abstract

The processed fruit industry faces challenges in cold chain management, including temperature control, food loss, rising energy costs, and international sustainability measures. This research aims to 1) Study and analyze the factors affecting cold chain efficiency 2) Develop a cold chain performance assessment model and 3) Propose green cold chain management strategies to enhance sustainable competitiveness. Utilizing a qualitative research approach, data were collected through in-depth interviews with 16 key informants, including top executives, industry experts, and logistics service providers, and subsequently validated through focus group discussions involving 8 participants. The data were analyzed using thematic analysis and grounded theory by integrating the Supply Chain Operations Reference (SCOR) model and the Industrial Logistics Performance Index (ILPI). The findings reveal that 1) Five critical factors impact cold chain efficiency: operational processes and quality control, infrastructure and technology, data management and organizational structure, cost and human resources, and external business environments 2) The developed performance assessment model consists of four dimensions: reliability and quality, cost and operational efficiency, agility and responsiveness, and environmental sustainability and 3) Green cold chain management strategies were developed under the 4M (Man, Machine, Material, and Method) framework, focusing on cultivating a low-carbon corporate culture, transitioning to automated systems coupled with IoT technology, and applying circular economy principles. These proposed strategies serve as a crucial mechanism for enterprises to achieve carbon neutrality and build a sustainable competitive advantage in the international market.