Promotion Mechanism and Effectiveness Evaluation of Low-Carbon Products on E-Commerce Platforms Under the Guidance of Green Consumption

Against the background of the dual-carbon goal and the popularization of green consumption, e-commerce platforms have become a key hub connecting low-carbon product supply and consumer demand. A systematic promotion mechanism directly affects the implementation of the low-carbon economy and the activation of the consumer market. Based on the theory of planned behavior, the technology acceptance model, and collaborative governance theory, this paper constructs a four-in-one analytical framework of “subject-strategy-environment-effect.” It systematically analyzes the core connotation, constituent elements, and operational logic of low-carbon product promotion mechanisms on e-commerce platforms under the guidance of green consumption. Empirical research is conducted using questionnaire survey, case analysis, structural equation modeling, and difference-in-differences models, combined with practical data from typical platforms such as Tmall, JD.com, Pinduoduo, and NetEase Yanxuan. A promotion effectiveness evaluation system is constructed from four dimensions: economy, environment, society, and mechanism operation. The study quantitatively analyzes the influence paths and strengths of different promotion strategies, subject collaboration models, and policy environments on promotion effectiveness.