Effects of green entrepreneurship and digital transformation on eco-efficient e-commerce

E-commerce is transforming business experiences for both sellers and buyers equally at a fast pace. This study investigates the complex relationship between green entrepreneurship, environmental strategy, digital transformation, and environmental knowledge within the Chinese e-commerce industry. The data were collected from 283 small and medium-sized enterprises indulged in online businesses within Jiangsu Province. The data was analyzed using SmartPLS (4.0). Findings show that green entrepreneurship significantly affects eco-efficient E-commerce. While digital transformation and environmental strategy positively and significantly to eco-efficient E-commerce both directly and through the mediation path from green entrepreneurship. Likewise, the findings revealed a positive and significant moderating role of environmental knowledge on the relationship between green entrepreneurship and eco-efficient E-commerce. Considering the pressure from domestic and global legislative bodies to maintain and report environmental sustainability activities by e-businesses, this study offers values theoretical and practical insights. Several theoretical and practical implications are explained in this study to add into the existing literature, assist e-businesses, policymakers, and future studies.