Promoting Consumers' Sustainable Consumption of Online Retail Cold Chain Logistics Services: Extended Applications of SOR and Cognitive-Affective-Conative Theories.

As food safety awareness rises and living standards improve, consumers have increasingly higher expectations for the efficiency and quality of cold chain logistics services. For cold chain logistics service providers, accurately understanding consumer psychology and enhancing their willingness to continue using the service-while guiding them to actively participate in green cold chain logistics practices-are necessary means to maintain competitiveness. Therefore, based on stimulus-organism-response and cognitive-affective-conative theories, this study constructs a three-stage model to explore the factors influencing consumers' continuous consumption of online retail cold chain delivery services.