In response to increasingly severe climate change challenges, the international community has gradually reached a consensus on carbon emission reduction, fostering the development of green trade barriers such as carbon tariffs, which exert profound impacts on import and export trade. As a new driving force in foreign trade, cross-border e-commerce must confront the challenges posed by green barriers, establish and implement low-carbon supply chains, and enhance market competitiveness. To identify the optimal strategies for implementing low-carbon supply chains in cross-border e-commerce, this paper establishes a tripartite game model involving governments, enterprises, and consumers. Through analyzing the mixed strategy equilibrium, it is demonstrated that general regulation through fiscal incentives and tax surcharges fails to enhance the effectiveness of macroeconomic control. When formulating strategies, governments should prioritize the sustainable development of low-carbon supply chains in cross-border e-commerce, improve incentive mechanisms by adopting “green regulation” strategies with special subsidies, and prioritize developing low-carbon technologies and supporting facilities, as well as promoting carbon trading mechanisms.
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