Research on the Path of Green Consumption Behavior Enabling Digital Economy

在全球气候治理转型与中国“双碳”战略深化的背景下，数字经济与绿色消费的深度融合成为推动经济社会绿色转型的关键路径。本研究基于行为经济学与数字技术动态干预视角，系统探讨数字经济赋能绿色消费行为的实现机制。通过文献分析与理论建构，提出数字经济通过数字技术重塑消费者认知、强化群体认同及构建可持续闭环的三重路径，激发绿色消费内生动力。同时，研究发现，数字工具在降低环境信息认知门槛的同时，因数字鸿沟、个体理性与群体理性冲突及信息安全问题，可能加剧技术排斥与价值失衡。对此，需构建政府引导的从认知到行为的政策体系、市场驱动的激励兼容模式及社会培育的理性生态，平衡技术赋能与伦理约束，推动绿色消费从理念倡导转向可持续实践，为数字经济与生态文明协同发展提供了理论与实践参考。Against the backdrop of the global climate governance transformation and the deepening of China’s “dual carbon” strategy, the deep integration of the digital economy and green consumption has become a key path to promote the green transformation of the economy and society. This study, based on the perspectives of behavioral economics and dynamic intervention of digital technology, systematically explores the realization mechanism of digital economy empowering green consumption behavior. Through literature analysis and theoretical construction, three paths of the digital economy, namely reshaping consumer cognition, strengthening group identity and building a sustainable closed loop through digital technology, are proposed to stimulate the endogenous driving force of green consumption. Meanwhile, the research finds that while digital tools lower the threshold for environmental information cognition, due to the digital divide, the conflict between individual rationality and group rationality, and information security issues, they may exacerbate technological exclusion and value imbalance. To this end, it is necessary to establish a policy system guided by the government from cognition to behavior, an incentive compatibility model driven by the market, and a rational ecosystem cultivated by society, balance technological empowerment and ethical constraints, promote green consumption to shift from concept advocacy to sustainable practice, and provide theoretical and practical references for the coordinated development of the digital economy and ecological civilization.