数字化触达对可持续消费行为的“绿色消费悖论”研究——基于直播电商与社交媒体营销的理论探析

Digital Reach and the “Green Consumption Paradox” of Sustainable Consumption Behavior—A Theoretical Analysis Based on Live E-Commerce and Social Media Marketing

摘要: 在双碳战略深入推进与数字技术全面赋能的背景下，直播电商与社交媒体营销成为数字化触达推动可持续消费行为的核心载体，其高效的信息传播与用户连接能力为绿色消费理念普及和绿色产品推广提供了新路径。但实践中却出现明显的绿色消费悖论，即数字化触达的绿色赋能初衷与形式性绿色消费、冲动性绿色购买、表面化绿色消费等非可持续消费行为形成现实背离。本研究以S-O-R理论、计划行为理论和消费价值理论为理论基础，界定核心概念，引入扎根理论定性研究方法，结合抖音直播电商、小红书社交媒体营销典型案例，系统剖析两大场景下绿色消费悖论的差异化表征，从多维度揭示悖论的内在形成机理，最终从企业、平台、消费者、政府四维提出融合数字技术特性的协同破解路径。研究旨在丰富数字化营销与可持续消费的交叉理论研究，为消解数字化触达的负面效应、推动其赋能实质性可持续消费提供实践指引，助力绿色消费市场健康发展。

Abstract: Under the background of the in-depth advancement of the dual carbon strategy and the comprehensive empowerment of digital technology, live e-commerce and social media marketing have become the core carriers for digital reach to promote sustainable consumption behavior. Their efficient information dissemination and user connectivity provide new pathways for popularizing green consumption concepts and promoting green products. However, an obvious “Green Consumption Paradox” has emerged in practice, that is, the original intention of digital reach to empower green development contradicts unsustainable consumption behaviors such as formal green consumption, impulsive green purchase and superficial green consumption. Based on S-O-R theory, Theory of Planned Behavior and Consumption Value Theory, this study defines core concepts, introduces grounded theory and typical cases of Douyin and Xiaohongshu, systematically analyzes the differentiated characteristics of the paradox, reveals its formation mechanism from multiple dimensions, and puts forward a collaborative solution path integrating digital technology characteristics from four dimensions: enterprises, platforms, consumers and government. The research aims to enrich the cross-theoretical research on digital marketing and sustainable consumption, and provide practical guidance for promoting digital reach to empower substantive sustainable consumption, and support the healthy development of the green consumption market.