Research on the communication path and consumer identity of the concept of sustainable development in social e-commerce platform

Shimian  Zhang

doi:10.54691/skvmp183

Authors

Shimian Zhang

DOI:

https://doi.org/10.54691/skvmp183

Keywords:

Social e-commerce, sustainable development concept, communication path, consumer identity, green consumption.

Abstract

Driven by the "double carbon" goal and the upgrading of green consumption, social e-commerce, as a new consumption scenario, has become an important carrier for the dissemination of the concept of sustainable development. Based on the theory of sustainable development, the theory of communication path and the principle of consumer behavior, this paper uses the methods of literature research and case analysis to explore the communication status, core path and key factors affecting consumer identity of the concept of sustainable development in social e-commerce platform, and puts forward optimization strategies. The study found that the current social e-commerce achieved concept penetration through content dissemination, social fission and other paths, but there were problems such as information fragmentation and imperfect trust mechanism; Consumer identity is affected by their environmental awareness, authenticity of platform information, product sustainability and other factors. The research provides practical reference for social e-commerce to optimize the communication mode, enhance consumers' green identity, and help build a sustainable consumption ecology.

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