| ESG门槛约束下生鲜企业的入驻平台策略 |
| Optimal e-commerce platform entry strategy of fresh produce firms under ESG threshold constraints |
| 摘要点击 68 全文点击 0 投稿时间：2025-09-17 修订日期：2026-05-18 |
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| 中文关键词 ESG门槛约束; ESG投资; 生鲜农产品; 入驻平台; 博弈 |
| 英文关键词 ESG threshold constraints; ESG investment; fresh produce; platform entry; game |
| 基金项目 国家自然科学基金项目（面上项目，重点项目，重大项目） |
| 投稿方向 物流与供应链 |
| 作者 | 单位 | 邮编 | | 曹开颖* | 海南大学 | 570228 | | 孙素勤 | 海南大学 | |
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| 中文摘要 |
| 面对平台的环境、社会以及治理(ESG)门槛约束,本文探讨线下生鲜企业是否应入驻平台及其ESG投资决策. 研究表明: 消费者对线上生鲜产品接受度较低时,低ESG成本下是否入驻平台对于生鲜企业无差别,而高ESG成本迫使生鲜企业选择线下经营;接受度中等时,低ESG成本下成生鲜企业应该入驻,但高ESG成本下生鲜企业需要谨慎考虑ESG门槛的影响;接受度较高时,若ESG成本较低、线下麻烦成本较高且平台运营成本较低,或ESG成本较高且ESG门槛较低,生鲜企业倾向于入驻平台,反之,生鲜企业不应入驻平台.此外,本文揭示了ESG门槛对企业与消费者“双赢”和“冲突”的影响.最后,过高ESG门槛虽看似有利于平台,但却削弱生鲜企业入驻意愿从而导致平台错失获利机会. |
| 英文摘要 |
| This paper explores whether offline fresh produce firms should enter e-commerce platforms under environmental, social, and governance (ESG) threshold constraints. Findings show that when consumer acceptance of online fresh produce is low, entry is indifferent under low ESG costs but not advisable under high ESG costs. Under moderate consumer acceptance, entry is preferable with low ESG costs, while firms with high ESG costs should consider the stringency of the ESG threshold. Under high consumer acceptance, entry is favored when ESG costs are low, offline hassle costs are high, and platform operation costs are low, or when ESG costs and thresholds are both high; otherwise, non-entry is preferred. Moreover, this study also highlights how ESG thresholds shape win-win and conflict outcomes for firms and consumers. At last, excessively high ESG thresholds reduce firm entry incentives and may diminish platform profitability. |
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