可持续电商平台绿色价值链的构建逻辑与消费者溢价感知机制研究

Research on the Construction Logic of the Green Value Chain of Sustainable E-Commerce Platforms and the Mechanism of Consumer Premium Perception

摘要: “双碳”背景下，电商平台的绿色实践普遍存在“重营销口号、轻价值链嵌入”的倾向，导致企业投入难以转化为消费者可感知的价值溢价。本文基于价值链理论、感知价值理论与信任转移理论，聚焦电商平台，构建了绿色价值链的四维分析框架，并提出“消费者可触达性”这一行为设计导向的前置概念，作为连接平台绿色行为与消费者溢价感知的关键中介。研究表明，平台公共品属性的绿色行为通过“消费者可触达性→平台绿色品牌形象→价值认同→信任溢出”的路径转化为消费者对平台内商品的溢价意愿。

Abstract: Under the “dual carbon” goals, platforms’ green practices often prioritize marketing slogans over value chain integration, hindering the translation of corporate investments into consumer-perceived value premiums. Based on value chain theory, perceived value theory, and trust transfer theory, this paper focuses on e-commerce platforms, constructs a four-dimensional green value chain framework and proposes “consumer reachability” as a behavior-design-oriented concept that mediates between platforms’ green behaviors and consumers’ perceived premium. The study shows that platforms’ public-good-oriented green behaviors translate into consumers’ willingness to pay a premium for products through the path of “reachability → platform green brand image → value identity → trust spillover”.