%0 Journal Article %T 电子商务中绿色传播的话语实践与可持续发展路径
Discourse Practice and Sustainable Development Path of Green Communication in E-Commerce %A 王玲 %J E-Commerce Letters %P 3773-3778 %@ 2168-5851 %D 2025 %I Hans Publishing %R 10.12677/ecl.2025.1451693 %X 目的：本研究旨在深入探究电子商务中绿色传播的发展态势，致力于为其寻求可持续发展的有效路径。方法：研究运用了文献分析、案例分析以及批判话语分析等多元方法，全面梳理绿色传播在电子商务领域的实践情况。结果：在话语实践方面，已构建起涵盖产品与服务维度的核心话语体系，通过多元渠道策略实现了一定范围的传播。但也面临着市场竞争致使绿色成本压力大、技术创新与绿色传播适配困难、消费者认知和行为存在偏差等诸多挑战。结论：为实现电子商务绿色传播的可持续发展，需构建全面且精准的传播策略体系，深度融合人工智能、区块链等新兴技术，并强化电商平台、品牌商、环保组织、公益机构及政府部门等多方合作，以此推动绿色理念在电子商务领域的广泛传播与深入践行，助力电商行业与环境保护的协同发展。
Objective: The purpose of this study is to deeply explore the development trend of green communication in e-commerce and to seek an effective path for its sustainable development. Methods: Literature analysis, case analysis and critical discourse analysis were used to comprehensively sort out the practice of green communication in the field of e-commerce. Results: In terms of discourse practice, a core discourse system covering the dimensions of products and services has been constructed, and a certain range of communication has been achieved through multi-channel strategies. However, it also faces many challenges such as the pressure of green cost caused by market competition, the difficulty in adapting technological innovation to green communication, and the deviation of consumers’ cognition and behavior. Conclusion: In order to realize the sustainable development of e-commerce green communication, it is necessary to build a comprehensive and accurate communication strategy system, deeply integrate emerging technologies such as artificial intelligence and blockchain, and strengthen cooperation among e-commerce platforms, brands, environmental protection organizations, public welfare organizations and government departments, so as to promote the wide spread and in-depth practice of green concepts in the field of e-commerce and help the coordinated development of e-commerce industry and environmental protection. %K 电子商务， %K 绿色传播， %K 可持续发展
E-Commerce %K Green Communication %K Sustainable Development %U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=116411