电商平台绿色营销策略对消费者社会责任认知的激活路径研究

A Study on the Activation Path of Green Marketing Strategies of E-Commerce Platforms on Consumers’ Social Responsibility Perceptions

摘要: 在“双碳”目标与数字经济深度融合的背景下，电商平台如何通过绿色营销策略激活消费者的社会责任认知成为关键议题。本研究基于SOR理论框架，构建“绿色策略–心理机制–认知激活”模型，探讨电商平台绿色营销策略对消费者社会责任认知的影响路径。通过问卷调查与结构方程模型分析，研究发现：(1) 绿色营销策略的激活效果呈现显著差异，行为激励机制与绿色产品认证的效应最强；(2) 环保效能感与情感共鸣构成双路径中介机制，表明消费者通过理性计算与情感认同协同构建责任认知；(3) 个体环保价值观与平台声誉形成双重调节边界，高价值观群体对认证策略更敏感，而平台声誉通过信任背书放大行为激励的效果。研究提出“精准适配 + 信任重构”的实践路径，建议平台设计分层策略并借助区块链等技术提升绿色供应链透明度，为平台经济的可持续发展提供了理论与操作指引。

Abstract: In the context of the deep integration of the “dual carbon” goal and the digital economy, how e-commerce platforms can activate consumers’ social responsibility perceptions through green marketing strategies has become a key issue. Based on the SOR theoretical framework, this study constructs a model of “green strategy-psychological mechanism-cognitive activation” to explore the influence of e-commerce platforms’ green marketing strategy on consumers’ perception of social responsibility. Through the questionnaire survey and structural equation modeling, the study found that: (1) The activation effects of green marketing strategies show significant differences, with the strongest effects of behavioral incentives and green product certification; (2) Environmental efficacy and emotional resonance form a dual-path mediating mechanism, suggesting that consumers collaborate in constructing their responsibility perceptions through rational calculations and emotional recognition; (3) Individual environmental values and platform reputation form a dual regulation boundary, where high value groups are more sensitive to authentication strategies, and platform reputation amplifies the effect of behavioral incentives through trust endorsement. The study proposes a practical path of “precise adaptation and trust reconstruction”, suggests platforms to design layered strategies and improve green supply chain transparency with the help of block-chain and other technologies, and provides theoretical and operational guidelines for the sustainable development of platform economy.