Green eCommerce in Small and Medium-Sized Towns in Asia: The Evidence from China

The rapid growth of eCommerce opens new horizons for sustainable consumption by giving a boost to online selling and buying of sustainable products. Although consumers in developed countries are actively involved in sustainable consumption, the situation is different in developing countries. China, as one of the biggest markets, plays an essential role in sustainable development. At the same time, the level of consumption in China keeps growing and online sales of some product categories overgrew offline ones. Despite researchers’ great interest in sustainable consumption in China, some aspects of this phenomenon remain understudied. One of these aspects is the current state of green eCommerce or online selling and buying of sustainable products in small- and medium-sized towns in China. The current study employs a qualitative approach to address this gap, shed light on green eCommerce in China, and provides recommendations for practice.