制度拼凑视域下电商平台绿色标签的合法性研究

Research on the Legitimacy of E-Commerce Platform Green Labels from the Lens of Institutional Bricolage

摘要: 在绿色消费理念持续普及的背景下，电商平台所设立的绿色标签成为消费者识别环保产品的重要依据。然而，当前各电商平台在绿色标签的设置与应用过程中，普遍存在标准不一致、认证体系混乱、信息真实性难以辨别等问题，很大程度上削弱了消费者的绿色信任。因此，本研究以制度拼凑作为分析视域，探讨电商平台绿色标签合法性困境的形成机制与治理路径。研究发现：制度真空、利益驱动与监管滞后这三大因素，共同导致了电商平台绿色标签的制度拼凑现象；该现象使绿色标签在规范合法性、认知合法性及规制合法性层面陷入困境；要突破困境，需通过制度统一、权威背书、技术赋能与平台自身规制等多方面协同推进。本文旨在丰富制度理论在电商平台治理领域的应用，也为解读与应对绿色标签乱象提供新的理论视角。

Abstract: Against the backdrop of the growing prevalence of green consumption, green labels established by e-commerce platforms have become an important reference for consumers to identify environmentally friendly products. However, in the process of setting and applying green labels, e-commerce platforms are currently confronted with issues such as inconsistent standards, chaotic certification systems, and difficulty in verifying information authenticity, which have considerably undermined consumers’ green trust. Accordingly, this study adopts institutional bricolage as an analytical lens to explore the formation mechanism of the legitimacy dilemma surrounding green labels on e-commerce platforms and the pathways to address it. The findings reveal that institutional vacuum, interest-driven behaviors, and regulatory lag collectively contribute to the phenomenon of institutional bricolage of green labels on e-commerce platforms. This phenomenon leads green labels into legitimacy predicaments across three dimensions: normative legitimacy, cognitive legitimacy, and regulatory legitimacy. Resolving these predicaments requires the synergistic advancement of institutional unification, endorsement by authoritative bodies, technological empowerment, and platform self-regulation. This study aims to enrich the application of institutional theory in the field of e-commerce platform governance and to offer a new theoretical perspective for understanding and responding to the chaos surrounding green labels.