流通业数字化如何驱动绿色消费发展:来自宏微观机制的视角

How Does Digitalization of Circulation Industry Drive Green Consumption Growth:Macro and Micro Mechanisms

中文关键词:  流通业数字化  绿色消费发展  绿色技术创新  产业融合  绿色支付意愿  绿色产品偏好

英文关键词:digitalization of circulation industry  green consumption growth  green technological innovation  industrial integration  willingness to make green payments  green product preference

中文摘要:

      新一轮数字技术变革下的流通业数字化能够驱动绿色消费产品、场景和渠道的创新,有望成为促进绿色消费发展的重要突破口。基于2008—2022年省级面板数据和2021年中国综合社会调查(CGSS)数据,实证检验了流通业数字化驱动绿色消费发展的效应与宏微观作用机制。研究发现:流通业数字化能够显著促进绿色消费发展；流通业数字化不仅能够在宏观层面促进供给侧的绿色技术创新及产业融合发展,还能够在微观层面从需求侧引导消费者增强绿色支付意愿和绿色产品偏好,进而促进绿色消费发展。异质性分析发现,流通业数字化对绿色消费发展的促进作用在东部地区以及市场竞争程度、政府环境规制强度和公众环保关注度高的地区表现更为明显。进一步研究发现,随着绿色消费发展水平的提升,流通业数字化的边际促进效应逐渐增强。因此,应进一步加快流通业数字化进程,加强流通领域的数字基础设施建设和数字技术应用,完善绿色供给体系,引导绿色消费需求观念,以持续推动绿色消费发展。

英文摘要:

      The digitalization of the circulation industry under the new round of digital technology revolution can drive innovation in green consumption products, scenarios, and channels, and is expected to become an important breakthrough for promoting green consumption growth. Drawing on provincial panel data from 2008 to 2022 and the 2021 Chinese General Social Survey (CGSS), this study empirically examines the role of digitalization of the circulation industry in driving green consumption growth, as well as its underlying macro and micro mechanisms. The findings reveal that the digitalization of the circulation industry significantly advances green consumption growth. At the macro level, it fosters green technological innovation and industrial integration on the supply side; at the micro level, it guides consumers to enhance their willingness to make green payments and their preferences for green products on the demand side, thereby promoting green consumption growth. Heterogeneity analysis indicates that the positive impact of the digitalization of the circulation industry on green consumption growth is more pronounced in eastern regions and areas characterized by higher levels of market competition, stronger government environmental regulation, and greater public environmental awareness. Further analysis shows that with the improvement in the level of green consumption, the marginal driving effect of the digitalization of the circulation industry gradually strengthens. Therefore, efforts should be made to further accelerate the digitalization process of the circulation industry, enhance the construction of digital infrastructure and the application of digital technologies in this industry, improve the green supply system, and guide the concept of green demand, so as to sustain green consumption growth. 