绿色消费理念下电商平台可持续运营模式构建研究

Research on the Construction of Sustainable Operation Models for E-Commerce Platforms under the Concept of Green Consumption

摘要: 在“双碳”目标与生态文明建设的双重驱动下，绿色消费已成为推动经济社会高质量发展的重要引擎。电商平台作为连接生产与消费的核心枢纽，其运营模式的绿色化转型不仅是响应国家经济社会的高质量、可持续发展的必然要求，更是提升核心竞争力、实现可持续发展的关键路径。本研究以绿色消费理念为导向，系统剖析电商平台可持续运营的核心内涵与驱动因素，构建“绿色供应链–绿色营销–绿色服务–绿色治理”四位一体的理论框架，并结合典型实践案例，深入探讨电商平台在绿色包装、低碳物流、绿色选品、碳足迹管理等方面的创新模式与实践路径。研究表明，电商平台通过整合产业链资源、创新绿色技术应用、完善绿色治理机制，能够有效引导绿色消费、降低环境影响、创造多元价值。本研究丰富了电商可持续发展理论体系，为电商平台及相关从业者构建可持续运营模式提供了实践参考与决策依据。

Abstract: Driven by the “dual goals of carbon peaking and carbon neutrality” and the construction of ecological civilization, green consumption has become an important engine for promoting high-quality economic and social development. As a core hub connecting production and consumption, the green transformation of e-commerce platforms’ operation models is not only an inevitable requirement to respond to the national high-quality and sustainable economic and social development, but also a key path to enhance core competitiveness and achieve sustainable development. Guided by the concept of green consumption, this study systematically analyzes the core connotation and driving factors of sustainable operation of e-commerce platforms, and constructs a four-in-one theoretical framework of “green supply chain-green marketing-green service-green governance”. Combined with typical practical cases, it further explores the innovative models and practical paths of e-commerce platforms in green packaging, low-carbon logistics, green product selection, carbon footprint management and other aspects. The research shows that by integrating industrial chain resources, innovating the application of green technologies, and improving green governance mechanisms, e-commerce platforms can effectively guide green consumption, reduce environmental impacts, and create diversified value. This study enriches the theoretical system of sustainable e-commerce development and provides practical references and decision-making basis for e-commerce platforms and relevant practitioners to build sustainable operation models.