Role of E-commerce and Digital Platforms in Promoting Green Products

Abstract

The increasing popularity of e-commerce and digital platforms has had a huge impact on worldwide consumer behaviour, particularly in terms of promoting sustainability and green products. Digital platforms offer unprecedented prospects for green products by connecting environmentally concerned manufacturers with consumer across borders. These platforms enable efficient marketing, distribution and awareness building around ecofriendly practices. Key mechanism include leveraging data analytics personalized recommendations and targeted advertising to highlight the environmental benefits green products. Furthermore, the proliferation of green certification and block chain technology on digital platforms promote transparency in product origins and manufacturing processes, hence increasing consumer trust. Ecommerce behemoths like Amazon, Myntra, Flipkart and boutique like Esty are increasingly prioritizing green product categories, in line with global sustainable development goals (SDGs). Simultaneously, Social media platforms and influencers marketing play a pivotal role in shaping consumer preferences towards environmentally responsible products by disseminating information and fostering green consciousness. However, challenges persist . The carbon footprint of large-scale digital operations, logistics, and packaging needs to be addressed to ensure the net environmental benefits of e-commerce systems. Regulatory frameworks publicprivate partnerships, innovations in green supply chains are essential to mitigate these challenges.
This study highlights the dual role of e-commerce platforms as enablers of green consumerism and the need for systematic improvements to achieve a sustainable digital economy. Through case studies and evidence from academic literature, the research analyze how e-commerce serves as a vital tool in advancing the green economy while emphasizing areas requiring reforms. The finding contribute to the broader discourse on integrating digital innovation with sustainable practices.