MANAGERIAL STRATEGIES FOR OPTIMIZING SUSTAINABILITY IN DIGITAL BUSINESS: A GREEN ECONOMY APPROACH IN E-COMMERCE COMPANIES
Keywords:
sustainability, digital business, green economy, e-commerce, competitive advantageAbstract
The rapid growth of the digital business sector, particularly e-commerce, presents significant environmental challenges due to its intensive resource consumption and logistical footprint. This research aims to formulate managerial strategies to optimize sustainability in digital businesses by applying a green economy approach. A mixed-methods approach was employed, combining a systematic literature review with quantitative data analysis from a survey of 150 e-commerce managers in Indonesia. Quantitative data were analyzed using descriptive statistics and correlation analysis to identify relationships between green managerial practices and sustainability performance indicators. The findings indicate that the implementation of green economy principles—such as sustainable supply chain management, energy-efficient digital infrastructure, green packaging, and eco-friendly last-mile delivery—has a strong positive correlation (r = 0.78) with enhanced sustainability performance. However, significant barriers exist, including high initial costs, a lack of technical expertise, and fragmented regulatory frameworks. The study contributes to the literature by integrating the Resource-Based View (RBV) and triple-bottom-line frameworks to propose a holistic strategic model. This model positions green initiatives not as a cost center but as a source of competitive advantage and long-term resilience. Practical recommendations for e-commerce managers include investing in data analytics for carbon footprint tracking, collaborating with green logistics partners, and developing internal green capability-building programs. This research underscores the critical role of strategic management in aligning digital growth with environmental sustainability within the green economy paradigm.
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