电子商务助力绿色经济发展的路径探究

Research on the Pathways of E-Commerce in Promoting Green Economic Development

摘要: 作为一种整合在线数字平台与线下实体经营的创新模式，电子商务在助力绿色经济转型中展现出显著优势。该模式不仅与我国“双碳”战略目标高度契合，更能够满足人民对高质量生活的追求，促进产业结构优化升级，提升能源利用效率，并催生新型可持续商业模式。为充分发挥电子商务对绿色经济的推动作用，需要实施以下多维策略：依托电商平台优化绿色供应链管理，提升环保产品市场供给能力；利用数字化渠道培育低碳消费市场，拓展绿色产品流通路径；同时借助电商营销网络加强环保理念传播，引导消费者形成可持续消费理念。通过以上系统性举措的协同实施，将有效释放电子商务的绿色发展潜能，助力绿色经济高质量发展。

Abstract: As an innovative model integrating online digital platforms with offline physical operations, e-commerce demonstrates significant advantages in facilitating the transition to a green economy. This model not only aligns closely with China’s “dual-carbon” strategic goals but also meets the public’s demand for high-quality living standards. It drives optimization and upgrading of industrial structures, enhances energy utilization efficiency, and spurs the emergence of new sustainable business models. To fully leverage e-commerce’s catalytic role in green economic development, multidimensional strategies should be implemented: optimizing green supply chain management through e-commerce platforms to strengthen eco-friendly product supply capabilities; cultivating low-carbon consumption markets via digital channels to expand green product distribution pathways; and utilizing e-commerce marketing networks to amplify environmental awareness and foster sustainable consumption patterns. Through the coordinated implementation of these systemic measures, the green development potential of e-commerce will be effectively unleashed, thereby advancing high-quality growth in the green economy.