农村电商驱动绿色农业转型的机制与路径研究——基于循环经济视角

Research on the Mechanism and Path of Rural E-Commerce Driving the Transformation of Green Agriculture—From the Perspective of Circular Economy

摘要: 农村电商作为数字经济的典型业态，与绿色农业的融合是推动农业可持续发展的重要路径。本文基于循环经济理论，构建“资源–过程–价值”三维分析框架，并深入剖析电商平台如何通过重构信息流与物质流，破解传统农业循环经济中信息不对称、物质流断裂、价值实现受阻等关键阻滞点。研究发现，农村电商通过数字化溯源、短链流通、绿色消费引导等机制，显著降低农业生产碳足迹。然而其发展面临绿色标准缺失、技术应用成本高、消费者认知不足等挑战。本文提出以政策激励、技术赋能、市场培育为核心的实施路径，为农村电商助推农业绿色转型提供理论依据。

Abstract: Rural e-commerce, as a typical form of digital economy, integrates with green agriculture, which is an important path for promoting sustainable agricultural development. Based on the theory of circular economy, this paper constructs a three-dimensional analysis framework of “resources - processes - value”, and deeply analyzes how e-commerce platforms can solve key bottlenecks such as information asymmetry, broken material flow, and blocked value realization in traditional agricultural circular economy by reconfiguring information flow and material flow. The research finds that rural e-commerce significantly reduces the carbon footprint of agricultural production through mechanisms such as digital traceability, short-chain circulation, and green consumption guidance. However, its development faces challenges such as the lack of green standards, high technical application costs, and insufficient consumer awareness. This paper proposes an implementation path centered on policy incentives, technology empowerment, and market cultivation, providing a theoretical basis for rural e-commerce to promote the green transformation of agriculture.