在全球双碳目标背景下,电子商务行业不仅推动了经济发展,也面临着可持续发展的挑战。本文以中国电子商务行业为例,探讨了企业在双碳背景下的绿色管理现状及存在的问题,并提出了相应的对策。研究表明,尽管电子商务有助于降低购物出行的碳排放,但仓储、配送能耗及包装废弃物等问题对环境造成了新的负担。通过分析当前企业在绿色管理方面的措施,本文建议从完善基础设施与租赁服务、构建高效绿色包装回收体系、降低绿色仓储成本和提升消费者环保意识等方面入手,并建立多变量敏感性分析模型,量化各因素对绿色管理效果的影响,为电商企业绿色转型和政策制定提供了实证依据,进一步推动绿色电商生态系统的构建,以实现环境与经济的双赢。In the context of the global dual-carbon target, the e-commerce industry not only promotes economic development, but also faces the challenge of sustainable development. Taking China’s e-commerce industry as an example, this paper discusses the current situation and problems of green management of enterprises in the context of dual-carbon goals, and proposes corresponding countermeasures. The study shows that although e-commerce helps to reduce carbon emissions from shopping trips, issues such as warehousing, distribution energy consumption and packaging waste impose new burdens on the environment. By analyzing the current measures of enterprises in green management, this paper suggests to start from improving infrastructure and leasing services, constructing an efficient green packaging recycling system, reducing green warehousing costs and enhancing consumers’ environmental awareness, etc. It also establishes a multivariate sensitivity analysis model to quantify the impact of each factor on the effect of green management, which provides empirical evidence for the green transformation of e-commerce enterprises and the formulation of policies, and further promot
随着全球气候问题的日益严峻和电子商务平台的快速发展,电商企业的绿色管理行为在碳中和过程中扮演着关键角色。本研究基于利益相关者理论与资源基础理论,探讨了内部绿色支持、外部绿色监督、政府支持和市场不确定性等因素对电商企业绿色管理行为的影响及其对碳中和效果的传导机制。通过问卷数据实证分析发现,内部绿色支持和外部绿色监督均对碳中和效果产生显著正向作用,并且绿色管理行为在其中起到重要的中介作用。此外,政府支持和市场不确定性也会显著调节绿色管理行为积极性。本研究为电商企业如何在碳中和约束下有效整合利益相关者资源提供了实证依据和管理启示。With the increasing severity of global climate problems and the rapid development of e-commerce platforms, the green management behaviors of e-commerce enterprises play a key role in the process of carbon neutrality. Based on stakeholder theory and resource base theory, this study explores the impacts of internal green support, external green supervision, government support and market uncertainty on e-commerce enterprises’ green management behaviors and their transmission mechanisms on the effects of carbon neutrality. The empirical analysis of the questionnaire data reveals that both internal green support and external green supervision have significant positive effects on carbon neutrality, and green management behavior plays an important mediating role. In addition, government support and market uncertainty also significantly regulate the positive green management behavior. This study provides empirical evidence and managerial insights on how e-commerce companies can effectively integrate stakeholder resources under the constraint of carbon neutrality.
