Abstract According to the deteriorating characteristics of the fresh agricultural product and the variety of consumer preference, a timevarying consumer choice model influenced by the greenness and price of the fresh agricultures product is developed. Based on the change of the ordering quantity and potential market capacity, the optimal pricing and optimal input for freshkeeping of the retailer are analyzed. The results indicate that the profit gained from freshkeeping, the optimal price and optimal input for freshkeeping all decrease with the increase of the order quantity when the potential market capacity is small. And when the potential market capacity is large, the profit gained from freshkeeping and the optimal price also decrease with the increase of the order quantity, however, the optimal input for freshkeeping increase with the order quantity rise.
2014, Vol. 11 
