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Research on Countermeasures to Strengthen Green Marketing Governance against “Online Sales Chaos”: Based on Digital Economy and Institutional Innovation Theories

Author(s)

Chuanye Liu*

Affiliation(s)

Keuka College, New York, The United States *Corresponding Author

Abstract

Against the backdrop of the digital economy and green development, this paper focuses on the governance of online marketing chaos. Based on theories of the digital economy, green marketing, and institutional innovation, it systematically analyzes the current situation, harms, causes, and governance pathways of such chaos. The study finds that online marketing chaos currently exhibits characteristics of concealment, intelligence, and persistence. The root causes lie in institutional adaptation imbalances and governance technology shortcomings: on the one hand, legislative lag and rigid regulatory tools have caused institutional updates to fall far behind new digital marketing formats; on the other hand, criminals exploit technologies such as AI and deepfakes to commit violations, while governance technology development lags, creating a real-world dilemma where “the good is one step behind the evil.” A comparison of compliant cases (e.g., Pinduoduo, Vipshop) with negative cases (e.g., live-streaming view fraud, online troll farms) shows that governing such chaos is practically feasible. Accordingly, this paper proposes a collaborative governance approach of “institutional innovation + technological governance,” leveraging digital technologies to “use digital means to govern digital chaos,” return to green value orientation, and establish adaptive regulatory institutions, thereby providing theoretical and practical references for regulating online marketing and promoting green consumption transformation.

Keywords

Online Sales Chaos; Green Marketing; Digital Economy

References

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