过度包装治理背景下电商物流绿色包装的采纳障碍与激励政策

Adoption Obstacles and Incentive Policies of Green Packaging in E-Commerce Logistics under the Background of Over-Packaging Governance

摘要: 随着电子商务的迅猛发展，由其产生的物流包装废弃物已成为城市固体垃圾的重要源头，过度包装问题尤为突出。在国家大力推进“双碳”目标和生态文明建设的背景下，治理电商物流过度包装、推广绿色包装已成为行业可持续发展的必然要求。本文旨在系统分析在政策压力与社会期待下，电商物流各参与主体(电商平台、商家、物流企业、包装供应商、消费者)采纳绿色包装所面临的多维障碍。研究指出，这些障碍主要存在于技术经济成本、供应链协同、标准与认证、消费者认知与行为以及监管执行层面。针对这些障碍，本文构建了一个多层次、多工具的协同激励政策框架，提出应综合运用“命令控制型”、“市场激励型”与“信息倡导型”政策工具，通过强化法规标准、创新经济激励、推动技术研发、培育绿色消费市场及构建协同治理生态，以有效破除障碍，加速绿色包装的规模化采纳，最终实现电商物流系统的绿色低碳转型。

Abstract: With the rapid development of e-commerce, the resulting logistics packaging waste has become a significant source of urban solid waste, with excessive packaging being particularly prominent. Under the national push to achieve the “dual carbon” goals and advance ecological civilization, addressing excessive packaging in e-commerce logistics and promoting green packaging have become essential requirements for sustainable industry development. This paper systematically analyzes the multidimensional barriers faced by stakeholders in e-commerce logistics (e-commerce platforms, merchants, logistics companies, packaging suppliers, and consumers) in adopting green packaging under policy pressures and societal expectations. The study identifies these barriers primarily existing in technical-economic costs, supply chain coordination, standards and certification, consumer awareness and behavior, and regulatory enforcement. To address these challenges, the paper constructs a multi-level, multi-tool collaborative incentive policy framework. It proposes a comprehensive approach integrating “command-and-control”, “market-based incentives”, and “information advocacy” policy tools. By strengthening regulations and standards, innovating economic incentives, advancing technological research and development, fostering green consumer markets, and building collaborative governance ecosystems, the framework aims to effectively overcome obstacles, accelerate large-scale adoption of green packaging, and ultimately achieve the green and low-carbon transformation of e-commerce logistics systems.