“双碳”目标确立的背景下,构建新型绿色消费模式是适应生态文明建设、建设中国式现代化的必然选择,而数字经济已成为绿色消费的重要驱动力。基于2014~2023年中国内地30个省份的面板数据,使用调节、门槛、中介效应模型考察数字经济对绿色消费的直接影响和内在机制。研究结果表明:数字经济能显著促进绿色消费,并且对东部地区的作用更明显。机制检验表明:数字经济能通过绿色全要素生产率的提高和城市工资水平的提高来刺激绿色消费,其中研发投入和社会保障水平分别在数字经济促进绿色全要素生产率提高、城市工资收入水平提高的过程中起着正向调节作用,社会保障同时伴随门槛特征。据此,从强化数字基础设施建设、引导企业树立绿色发展理念、呼吁消费者绿色生活和建议政府加强保障等方面来提出数字经济推动绿色消费的政策建议。Under the background of the establishment of the goal of “double carbon”, building a new green consumption model is an inevitable choice to adapt to the construction of ecological civilization and build Chinese modernization, and the digital economy has become an important driving force for green consumption. Based on the panel data of 30 provinces in China from 2014 to 2023, this paper uses the model of regulation, threshold and intermediary effect to investigate the direct influence and internal mechanism of digital economy on green consumption. The results show that the digital economy can significantly promote green consumption, and the effect on the eastern region is more obvious. The mechanism test shows that digital economy can stimulate green consumption through the improvement of green total factor productivity and urban wage level, in which R&D investment and social security level play a positive regulatory role in the process of digital economy promoting green total factor productivity and urban wage income level respectively
