绿色电商发展助力乡村振兴的路径探赜

Exploration of the Path for Green E-Commerce Development to Boost Rural Revitalization

摘要: 在“双碳”目标与乡村振兴战略协同推进的背景下，绿色电商作为融合生态文明建设与农业现代化的新型业态，正成为推动乡村经济绿色转型的重要引擎。本文立足于绿色发展视角，系统分析了绿色电商赋能乡村振兴的作用机制，指出其通过生态价值显性化、产业价值协同化、技术价值高效化与社会价值整合化四个维度，为实现农业可持续发展与农村生态优化提供了新路径。在此基础上，文章梳理当前绿色电商发展面临的标准体系不完善、成本优势不足、价值实现机制不健全、要素保障支撑薄弱等现实困境，并提出从数字化转型、绿色标准建设、生态价值释放、机制模式创新、制度供给优化与人才支撑体系完善六个方面构建绿色电商高质量发展的系统性对策框架。研究认为，推动绿色电商健康发展，不仅有助于实现生态价值与市场价值的双重提升，也为乡村振兴提供了长期动能与实践路径支撑。

Abstract: Against the backdrop of China’s “dual carbon” goals and the rural revitalization strategy, green e-commerce has emerged as a new business model that integrates ecological civilization with agricultural modernization, serving as a vital driver for the green transformation of rural economies. From the perspective of green development, this paper systematically analyzes the enabling mechanisms of green e-commerce in promoting rural revitalization. It identifies four key dimensions—ecological value realization, industrial value synergy, technological efficiency enhancement, and social value integration—through which green e-commerce contributes to sustainable agriculture and ecological optimization in rural areas. Furthermore, the study highlights major challenges hindering the sector’s development, including the lack of standardized systems, weak cost advantages, imperfect value realization mechanisms, and insufficient resource support. To address these issues, a comprehensive framework is proposed, encompassing six strategies: digital transformation, green standards construction, ecological value monetization, innovative mechanisms and models, institutional supply optimization, and talent system improvement. The findings suggest that fostering the healthy development of green e-commerce not only enhances both ecological and market value but also provides long-term momentum and practical pathways for rural revitalization.