THESIS
2023
1 online resource (ix, 50 pages) : illustrations (chiefly color)
Abstract
This paper examines the optimal approach for an e-commerce platform to promote sustainable
products. Inspired by real-world practices, we propose new corporate social responsibility
initiatives that link sustainability with promotions. We analyze two simplified
promotion strategies: pull strategy as rewards to consumers and push strategy as
commission fee discount to a seller. We consider the platform’s promotion strategy as the
premise for both the seller’s decision and the consumer’s purchase decision, and seek to
determine the most effective promotion types that maximize the platform’s profit in different
scenarios. Specifically, we analyze the cases where there is only one seller and where
there are two sellers on the platform. Our results show that for a platform with a single
sell...[
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This paper examines the optimal approach for an e-commerce platform to promote sustainable
products. Inspired by real-world practices, we propose new corporate social responsibility
initiatives that link sustainability with promotions. We analyze two simplified
promotion strategies: pull strategy as rewards to consumers and push strategy as
commission fee discount to a seller. We consider the platform’s promotion strategy as the
premise for both the seller’s decision and the consumer’s purchase decision, and seek to
determine the most effective promotion types that maximize the platform’s profit in different
scenarios. Specifically, we analyze the cases where there is only one seller and where
there are two sellers on the platform. Our results show that for a platform with a single
seller, both the platform and the seller benefit from cash rewards to consumers. In the
case of a platform with two sellers, although both pull and push strategies can make the
platform more profitable, it is more effective for the platform to offer cash rewards to consumers.
Our findings contribute to the existing literature by combining corporate social
responsibility with promotions, and provide insights for e-commerce platforms seeking
to promote sustainable consumption.
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