Promotion Mechanism and Effectiveness Evaluation of Low-Carbon Products on E-Commerce Platforms Under the Guidance of Green Consumption
グリーン消費の指導下における電子商取引プラットフォーム上の低炭素製品の促進メカニズムと効果評価 (AI 翻訳)
Q. W. Lv
🤖 gxceed AI 要約
日本語
本論文は、中国のダブルカーボン目標とグリーン消費の普及を背景に、電子商取引プラットフォームにおける低炭素製品の促進メカニズムを体系的に分析する。計画行動理論、技術受容モデル、協働ガバナンス理論に基づき、「主体-戦略-環境-効果」の枠組みを構築し、アンケート調査、事例分析、構造方程式モデリング、差分の差分法を用いて、天猫、京東、拼多多、網易厳選などのデータを分析する。経済、環境、社会、メカニズム運用の4次元から促進効果評価システムを構築し、戦略、主体連携、政策環境の影響を定量化する。
English
This paper systematically analyzes the promotion mechanisms of low-carbon products on e-commerce platforms in the context of China's dual-carbon goal and green consumption. Based on the theory of planned behavior, technology acceptance model, and collaborative governance theory, it constructs a four-in-one framework of 'subject-strategy-environment-effect.' Using questionnaire surveys, case analysis, structural equation modeling, and difference-in-differences models with data from Tmall, JD.com, Pinduoduo, and NetEase Yanxuan, it builds an evaluation system from economic, environmental, social, and mechanism operation dimensions, quantifying the influence of strategies, collaboration, and policy.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本では、SSBJ開示や有報でのサステナビリティ情報開示が進む中、消費側のグリーン行動を促す政策やプラットフォームの役割は参考になる。特に、日本企業が中国市場で低炭素製品を販売する際のマーケティング戦略に示唆を与える。
In the global GX context
Globally, this paper contributes to understanding how e-commerce platforms can drive green consumption, aligning with international efforts to promote sustainable consumption and production (SDG 12). It offers empirical evidence from China's major platforms, which is relevant for global retailers and policymakers seeking to leverage digital platforms for decarbonization.
👥 読者別の含意
🔬研究者:Provides a framework and empirical evidence on e-commerce promotion mechanisms for low-carbon products, useful for scholars studying green consumption and platform governance.
🏢実務担当者:Offers insights for e-commerce managers and sustainability teams on effective strategies to promote low-carbon products, potentially enhancing market access and brand image.
🏛政策担当者:Highlights the role of policy environment in shaping promotion effectiveness, informing regulatory design for green consumption incentives.
📄 Abstract（原文）
Against the background of the dual-carbon goal and the popularization of green consumption, e-commerce platforms have become a key hub connecting low-carbon product supply and consumer demand. A systematic promotion mechanism directly affects the implementation of the low-carbon economy and the activation of the consumer market. Based on the theory of planned behavior, the technology acceptance model, and collaborative governance theory, this paper constructs a four-in-one analytical framework of “subject-strategy-environment-effect.” It systematically analyzes the core connotation, constituent elements, and operational logic of low-carbon product promotion mechanisms on e-commerce platforms under the guidance of green consumption. Empirical research is conducted using questionnaire survey, case analysis, structural equation modeling, and difference-in-differences models, combined with practical data from typical platforms such as Tmall, JD.com, Pinduoduo, and NetEase Yanxuan. A promotion effectiveness evaluation system is constructed from four dimensions: economy, environment, society, and mechanism operation. The study quantitatively analyzes the influence paths and strengths of different promotion strategies, subject collaboration models, and policy environments on promotion effectiveness.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.7716/aem.v15i3.3732first seen 2026-08-16 04:57:40
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