绿色消费是低碳经济的重要内容，同时也是国际公认的可持续消费形态。本报告首先分析了绿色消费与数字经济的内涵特征，并阐释了二者之间的逻辑关系。研究发现，数字经济通过提升绿色消费信息的可获得性和透明度、降低绿色消费成本和门槛、创新绿色消费模式和服务、促进绿色产业链和供应链发展，以及推动产业结构升级、改变消费观念、完善政策法规等方式，直接或间接推动消费模式向更加环保、可持续的方向转变。其次，本报告也着重探讨了数字经济通过技术创新和模式变革推动绿色消费发展的路径，以及当前数字经济促进绿色消费过程中面临的挑战。基于以上分析，本报告最后提出了数字时代背景下推动绿色消费发展的政策建议。具体为：加强绿色消费宣传，培育居民绿色消费理念；提高消费者数字消费能力，扩大绿色消费的受众；加强数字技术的研发与推广，驱动绿色消费。
Green consumption is not only an important part of low-carbon economy，but also an internationally recognized sustainable consumption pattern. This report first analyzes the connotation and characteristics of green consumption and digital economy，and explains the logical relationship between them. The study found that the digital economy can improve the availability and transparency of green consumption information，reduce the cost and threshold of green consumption，innovate green consumption patterns and services，promote the development of green industrial chain and supply chain，and promote the upgrading of industrial structure，change consumption concepts，and improve policies and regulations. Directly or indirectly promote the transformation of consumption patterns to a more environmentally friendly and sustainable direction. Secondly，this report also focuses on how the digital economy promotes the development of green consumption through technological innovation and model change，and the challenges faced by the current digital economy in promoting green consumption. Based on the above analysis，this report finally puts forward policy recommendations to promote the development of green consumption in the context of the digital age. Specifically，strengthen the publicity of green consumption and cultivate residents’ green consumption concept；Improve consumers’ digital consumption ability and expand the audience of green consumption；Strengthen research and development and promotion of digital technologies to drive green consumption.
