绿色电子商务与可持续发展路径研究
Research on Green E-Commerce and Sustainable Development Pathways

在全球积极推动可持续发展以及我国大力倡导绿色经济的背景下，绿色电子商务成为实现经济、环境和社会协同发展的关键领域。本文综合分析多篇相关文献，深入探讨绿色电子商务与可持续发展路径。绿色电子商务将环保理念融入电子商务各环节，涵盖绿色技术应用、绿色供应链管理及绿色消费引导等方面。当前，我国绿色电子商务发展迅速，从对可持续发展的作用来看，其推动了经济可持续发展，为绿色产业拓展市场，带动相关产业协同；促进了环境可持续发展，减少能源消耗和废弃物排放；助力了社会可持续发展，提升社会福利，促进社会公平。然而，绿色电子商务发展也面临着互联网基础设施能耗大、物流配送绿色程度低、企业运营碳排放高等问题，以及技术创新与应用难题、消费者认知与行为偏差、政策法规与标准缺失等挑战。为此，应通过加强绿色技术创新与应用、提升消费者绿色消费意识、完善政策法规与标准体系以及构建绿色供应链管理体系等路径，推动绿色电子商务可持续发展，实现经济、环境和社会的共赢。
Under the global promotion of sustainable development and China’s vigorous advocacy of a green economy, green e-commerce has become a key area for achieving coordinated economic, environmental and social development. This paper comprehensively analyzes multiple related literatures and deeply explores the relationship between green e-commerce and sustainable development paths. Green e-commerce integrates environmental protection concepts into all aspects of e-commerce, covering green technology application, green supply chain management and green consumption guidance. Currently, China’s green e-commerce is developing rapidly. From the perspective of its role in sustainable development, it promotes economic sustainable development, expands the market for green industries and drives the coordinated development of related industries; it promotes environmental sustainable development by reducing energy consumption and waste emissions; and it contributes to social sustainable development by enhancing social welfare and promoting social equity. However, the development of green e-commerce also faces challenges such as high energy consumption of internet infrastructure, low green degree of logistics and distribution, and high carbon emissions from enterprise operations, as well as difficulties in technological innovation and application, consumer cognition and behavior deviations, and the lack of policy regulations and standards. Therefore, to promote the sustainable development of green e-commerce and achieve a win-win situation for the economy, environment and society, it is necessary to strengthen the application of green technological innovation, enhance consumers’ awareness of green consumption, improve the policy regulation and standard system, and build a green supply chain management system.