Abstract: Based on the freshness of the fresh agricultural product decreases as time goes on, a time-varying consumer utility function influenced by greenness and price is developed.We analyze the change of the consumer utility and quantity when consumers purchase the fresh agricultural products at different epoch, and then develop an EOQ model for fresh agricultural product considering the factor that the consumer preference influences demand.To increase the consumer utility, we analyze the optimal order policy and freshkeeping input in two different fresh-keeping ways.The conclusion implies that the optimal fresh-keeping input can't make the consumer utility maximize, and the satisfying the freshness requirement of consumers depends on the government's macro-control.

Key words: fresh agricultural product, consumer utility, inventory management, fresh-keeping, EOQ model