绿色电商的价值共创机制：理论基础、参与主体与协同框架的构建

Value Co-Creation Mechanism in Green E-Commerce: Theoretical Foundation, Participating Entities, and Collaborative Framework Construction

摘要: 在全球绿色转型与数字经济深度融合背景下，绿色电商作为连接绿色生产与消费的关键枢纽，其价值创造模式已由企业单向供给转向多元主体协同共创。本文以价值共创理论为核心视角，运用文献研究与理论推演方法，系统剖析绿色电商价值共创机制的理论内核、主体角色与运行逻辑。首先界定其核心内涵为多元主体通过资源整合与互动合作，共同创造经济、环境与社会三重价值的动态过程；进而构建融合服务主导逻辑、协同治理理论等的多维理论体系；解析电商平台、绿色商家、消费者等核心主体，以及政府、第三方机构等支撑主体的角色定位与共创行为；最终搭建“目标–资源–互动–保障”四位一体的协同框架，揭示价值共识形成、资源整合配置、多元价值实现与动态迭代的全流程机制。本研究深化了绿色电商多主体价值共创机制的理论研究，为平台优化生态、企业低碳转型与政府政策制定提供理论参考。

Abstract: Against the backdrop of the deep integration of global green transformation and the digital economy, green e-commerce, serving as a crucial link connecting green production and consumption, has seen its value creation model shift from unilateral enterprise supply to collaborative co-creation by multiple entities. This paper adopts value co-creation theory as the core perspective and employs literature research and theoretical deduction to systematically analyze the theoretical core, participant roles, and operational logic of the value co-creation mechanism in green e-commerce. It first defines its core connotation as a dynamic process where multiple entities collaboratively create economic, environmental, and social value through resource integration and interactive cooperation. Subsequently, it constructs a multidimensional theoretical system integrating service-dominant logic and collaborative governance theory, among others. The paper analyzes the role positioning and co-creation behaviors of core entities, such as e-commerce platforms, green merchants, and consumers, as well as supporting entities like governments and third-party institutions. Finally, it builds a “Goal-Resources-Interaction-Safeguard” four-in-one collaborative framework, revealing the entire process mechanism encompassing value consensus formation, resource integration and allocation, multi-value realization, and dynamic iteration. This research addresses the theoretical gap concerning the multi-entity value co-creation mechanism in green e-commerce, providing theoretical references for platform ecosystem optimization, corporate low-carbon transformation, and government policy formulation.