Analysis of Green Supply Chain Construction and Driving Factors in the Context of New Retail: Case Study of JD.com

The retail industry occupies an important position in the national economy and is a fundamental industry. With the development of the Internet, retail is constantly innovating, and online retail is developing rapidly. Retail enterprises under the new retail model represented by JD.com have embarked on a new journey in the retail industry. With the further development and acceleration of industrialisation, reducing resource waste and environmental pollution has become a problem that retail enterprises must face. This paper introduces the case of JD.com in building a green supply chain in the context of new retail and analyses. It summarises the driving factors of JDs establishment of a green supply chain by combining the interdisciplinary perspectives of new retail and green supply chains. At the same time, specific case evidence is provided from the perspective of each link in the supply chain. It aims to provide multi-dimensional guidance for the green supply chain transformation of new retail enterprises, which can help improve their market competitiveness, provide better consumer experience, enhance consumer trust, and help avoid potential legal risks.