Exploring blockchain-supported authentication based on online and offline business in organic agricultural supply chain

• We first conceptualize two models BTM and BEM according to actual business marketing. • We quantitatively analyze each model and report their best performance. • We answer the issue which model generate more benefit to the farmers and the consumers. • Our findings can apply to other industrial products that require such services. The rise of blockchain technology has disrupted the traditional traceability method of organic agricultural products supply chain (OASC) by emerging authentication or certification. For an offline business scenario, a blockchain certification traceability model (BTM) is popular, in which consumers check the product information before purchasing by convenience scanning bar-code. Similarly, for an online business scenario, a blockchain-based e-commerce model (BEM) is popular, in which consumers verify and book the product while surfing the web. However, few studies have an insight into the potential OASCs business model and employ quantitative methods to confirm the benefits of the adoption of blockchain. According to a current real-world online and offline business, we first conceptualize two models in this paper. We employ the Stackelberg game to compare the supply chain profit and consumer surplus. Furthermore, we extend the analysis by using the case of Red Beauty orange, which proves that the blockchain e-commerce model is a good supply chain model under the condition of high shopping convenience and low operating cost of the blockchain platform. Our findings are probably generalizable to apply to other industrial products that require such services.