双碳背景下电商企业ESG漂绿的动因及其对策研究

Research on the Causes and Countermeasures of ESG Greenwashing in E-Commerce Enterprises under the Dual Carbon Background

摘要: 随着全球对气候变化和可持续发展的关注日益加强，双碳目标成为中国经济发展中的重要政策方向，电商企业作为数字经济的重要组成部分，同样面临着巨大的压力与无限的机遇。而随着ESG (环境、社会与治理)理念在全球范围内的普及，越来越多的企业逐渐将ESG纳入品牌战略与营销实践中。然而，部分企业通过“ESG漂绿”(Greenwashing)手段夸大或虚构ESG成果，以迎合资本市场与消费者需求，这一趋势在电商企业中表现得尤为明显。因此，本文在“双碳”政策背景下，旨在介绍我国电商企业在ESG漂绿的现状，然后着重分析电商企业ESG漂绿动因以及因ESG漂绿带来的风险，最后从企业自身角度和政府角度提出相应的对策建议。

Abstract: With the increasing global attention to climate change and sustainable development, the dual carbon goal has become an important policy direction in China’s economic development. As an important component of the digital economy, e-commerce enterprises also face enormous pressure and unlimited opportunities. With the popularization of ESG (Environmental, Social and Governance) concepts worldwide, more and more companies are gradually incorporating ESG into their brand strategies and marketing practices. However, some companies exaggerate or fabricate ESG results through “ESG Greenwashing” to cater to capital markets and consumer demand, and this trend is particularly evident in e-commerce companies. Therefore, in the context of the “dual carbon” policy, this article aims to introduce the current situation of ESG greenwashing in China’s e-commerce enterprises, and then focus on analyzing the reasons for ESG greenwashing in e-commerce enterprises and the risks caused by ESG greenwashing. Finally, corresponding countermeasures and suggestions are proposed from the perspectives of the enterprises themselves and the government.