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The vegetable export trade between Yunnan and Thailand is a significant impetus to the economic development of Yunnan province in China. There is huge capital loss caused every year due to the existing post-harvest loss problem. An efficient Cold Chain Management (CCM) is a potential strategic tool for achieving reduction of post-harvest loss of vegetable. However, there are many barriers hindering its successful implementation. The identification of these barriers is required since it is the first critical step to address them. Therefore, this study aims to identify the barriers to implement CCM on exported vegetable from Yunnan to Thailand. Further, it attempts to identify the most influential barriers. To address the vagueness of human beings’ assessment, fuzzy set theory is incorporated with the proposed Decision Making Trial and Evaluation Laboratory (DEMATEL) model. Through a thorough literature review and survey questionnaire with managers who come from 13 Yunnan vegetable export companies, 10 barriers have been identified. The result of this study reveals that “lack of government policy and regulatory support”, “high cost for installation and operation” and “lack of cold chain industry standard” are the most influential barriers.

BARRIERS IDENTIFICATION FOR IMPLEMENTING COLD CHAIN MANAGEMENT: VEGETABLE EXPORT (YUNNAN-THAILAND)