Nariman Suleymanov

EXPLORING GREEN E-COMMERCE: PRACTICES AND CHALLENGES IN SUSTAINABILITY

Abstract

As the digital economy continues to flourish e-commerce has become a crucial tool for
businesses globally. However, the rapid rise has also sparked concerns about its environmental
impact. Green e-commerce provides a solution to these concerns by harmonising economic growth
with environmental preservation. This article presents an exploration of green e-commerce, covering its methods and obstacles. While green e-commerce brings numerous benefits it also has
negatives such as packaging waste and higher delivery demand. But a particular behaviour is more
damaging and does more harm than others: having eco-friendly claims while doing the opposite, a
practice known as "greenwashing." This problem negatively impacts any businesses who would like
to go green because greenwashing fosters mistrust among consumer