电商平台绿色治理与供应链碳减排——基于保证金机制的研究

Green Governance of E-Commerce Platforms and Carbon Emission Reduction in Supply Chains—A Study Based on the Margin Mechanism

摘要: 在“双碳”战略推进与电商行业快速发展的背景下，电商供应链上游代工厂碳排放占比高、减排动力不足、监管困难等问题凸显，制约平台绿色治理推进。本文聚焦电商平台绿色治理与供应链碳减排，以保证金机制为核心研究对象，结合相关理论，分析代工厂碳排放特征与现有治理困境，提出保证金机制的运行流程，构建三方演化博弈模型并进行稳定性分析，评估其对电商平台、品牌方、代工厂三方的预期效益。研究表明，保证金机制作为创新经济工具，可通过经济杠杆链接三方主体，实现代工厂减排行为的激励与约束，破解供应链碳减排痛点；但机制运行面临碳数据核算不统一、额度设计难度大、监管成本高及利益分配失衡等挑战，需通过引入政府监管、集结专业人才、完善配套体系优化完善。本文研究丰富了电商平台绿色治理与可持续供应链的理论体系，为电商平台落实绿色治理责任、推动供应链低碳转型提供了实践指引，助力“双碳”目标在数字经济领域落地。

Abstract: Against the backdrop of the advancement of the “dual carbon” strategy and the rapid development of the e-commerce industry, problems such as high carbon emissions from upstream contract manufacturers in the e-commerce supply chain, insufficient motivation for emission reduction, and difficult supervision have become prominent, restricting the promotion of green governance by platforms. This paper focuses on the green governance of e-commerce platforms and carbon reduction in the supply chain, taking the deposit mechanism as the core research object. By combining relevant theories, it analyzes the carbon emission characteristics of contract manufacturers and the existing governance predicaments, proposes the operation process of the deposit mechanism, constructs a three-party evolutionary game model and conducts stability analysis, and assesses its expected benefits for e-commerce platforms, brand owners, and contract manufacturers. Research shows that the margin mechanism, as an innovative economic tool, can link the three parties through economic levers, achieve incentives and constraints on the emission reduction behaviors of contract manufacturers, and solve the pain points of carbon emission reduction in the supply chain. However, the operation of the mechanism is confronted with challenges such as inconsistent carbon data accounting, difficulty in designing quotas, high regulatory costs, and unbalanced benefit distribution. It needs to be optimized and improved by introducing government supervision, gathering professional talents, and enhancing the supporting system. This paper enriches the theoretical system of green governance and sustainable supply chains for e-commerce platforms, providing practical guidance for e-commerce platforms to fulfill their green governance responsibilities and promote the low-carbon transformation of supply chains, and facilitating the implementation of the “dual carbon” goals in the digital economy field.