可持续消费理念下绿色电商的发展路径探析

An Analysis of the Development Path of Green E-Commerce under the Concept of Sustainable Consumption

摘要: 在全球可持续发展共识与我国绿色经济战略深度融合的背景下，可持续消费已成为消费升级的核心方向，绿色电商作为二者协同发展的关键载体，其发展水平直接关系到“双碳”目标与高质量发展的实现进程。文章通过文献研究法、案例分析法，系统梳理可持续消费与绿色电商的内在关联脉络，深入剖析当前绿色电商在供给、需求、市场、生态层面面临的现实困境，并结合政策导向与技术趋势，提出“标准引领–供应链优化–消费激励–生态联动”的多主体协同发展路径。研究发现，绿色电商需依托政府、平台、企业、消费者的协同发力，以制度创新破除发展瓶颈，以技术赋能提升绿色效能，最终实现经济价值、社会价值与生态价值的统一。

Abstract: Against the background of the deep integration of the global consensus on sustainable development and China’s green economy strategy, sustainable consumption has become a core direction of consumption upgrading. As a key carrier for the coordinated development of both, green e-commerce’s development level is directly linked to the realization of the “dual carbon” goals and high-quality development. Using literature research and case analysis, this paper systematically sorts out the internal relationship between sustainable consumption and green e-commerce, and deeply analyzes the practical dilemmas currently faced by green e-commerce at the supply, demand, market, and ecological levels. Combining policy guidance and technological trends, the paper proposes a multi-agent collaborative development path of “standard leadership-supply chain optimization-consumption incentives-ecological linkage”. The study finds that green e-commerce needs to rely on the joint efforts of the government, platforms, enterprises, and consumers, break development bottlenecks through institutional innovation, and enhance green efficiency through technological empowerment, ultimately achieving the unity of economic, social, and ecological values.