绿色农产品电商价值实现路径述评——以胡麻为例

A Review of the Value Realization Path of Green Agricultural Products through E-Commerce—A Case Study of Flax

摘要: 在“双碳”目标和消费升级背景下，绿色属性如何借助电子商务平台转化为特色农产品的市场价值，已成为区域农业转型中的重要议题。本文采用文献述评法，以我国西北地区特色油料作物胡麻为例，分析其绿色生态潜力与市场价值实现之间的断层，梳理电子商务促进绿色农产品价值实现的作用机理。研究认为，胡麻具有节水种植、旱作适生和生态循环等绿色属性，但在电商发展中仍面临绿色信息表达不足、品牌认知碎片化、数字认证不健全、供应链绿色化不足等问题。电子商务平台通过信息显性化、信号传递和信任建构，为胡麻绿色价值转化提供了重要载体。为此，应从绿色属性标签化与可视化、内容营销与品牌叙事、区域品牌协同、绿色供应链与电商运营一体化以及客户关系管理等方面，系统推进胡麻绿色价值实现。

Abstract: Under the background of the “dual carbon” goals and consumption upgrading, how green attributes can be transformed into the market value of featured agricultural products through e-commerce platforms has become an important issue in regional agricultural transformation. Using the literature review method, this paper takes flax, a characteristic oil crop in Northwest China, as an example to analyze the gap between its green ecological potential and market value realization, and examines the mechanism through which e-commerce promotes the value realization of green agricultural products. The study finds that flax possesses green attributes such as water-saving cultivation, adaptability to dry farming, and ecological recycling potential, but its e-commerce development still faces problems including insufficient expression of green information, fragmented brand cognition, imperfect digital certification, and inadequate green supply chain coordination. E-commerce platforms provide an important carrier for the value transformation of flax’s green attributes through information visualization, signal transmission, and trust building. Accordingly, the green value realization of flax should be systematically promoted through the labeling and visualization of green attributes, content marketing and brand storytelling, regional brand coordination, the integration of green supply chains with e-commerce operations, and the improvement of customer relationship management.