可持续消费导向的电子商务推荐系统：理论框架与实现路径

Sustainable Consumption-Oriented E-Commerce Recommendation System: Theoretical Framework and Implementation Path

摘要: 推荐系统如今已是电子商务平台衔接供需的关键部分，但传统推荐思路太看重促成交易，这就导致用户出现非理性消费、资源浪费等情况，和可持续消费的发展需求相悖。本文结合电子商务的生态特点以及推荐系统的技术逻辑，搭建了可持续消费导向的推荐系统理论框架，从价值导向、核心要素、运行机制三个方面，分析推荐系统实现“商业价值–社会价值–环境价值”协同发展的内在逻辑。研究提出了“嵌入绿色属性–精准匹配偏好–正向引导行为”的三阶实现方式，为电子商务平台优化推荐策略、推动可持续消费转型提供理论参考和实践指导。

Abstract: Recommendation systems are now a crucial part of e-commerce platforms connecting supply and demand. However, traditional recommendation approaches overemphasize transaction facilitation, leading to irrational consumption and resource waste, which contradicts the development needs of sustainable consumption. This paper, combining the ecological characteristics of e-commerce and the technical logic of recommendation systems, constructs a theoretical framework for a sustainable consumption-oriented recommendation system. It analyzes the inherent logic of achieving the coordinated development of “commercial value, social value, and environmental value” in recommendation systems from three aspects: value orientation, core elements, and operational mechanisms. The study proposes a three-tiered implementation method: “embedding green attributes-accurately matching preferences-positively guiding behavior”, providing theoretical reference and practical guidance for e-commerce platforms to optimize recommendation strategies and promote sustainable consumption transformation.