Cost-Benefit Optimization of Packaging in the Green Transformation of E-commerce Logistics: A Case Study of JD.com

Abstract

The green transition of e-commerce logistics is a pivotal pathway to sustainable development. In practice, however, enterprises face the dual challenges of high initial investment and low short-term returns. Using JD Logistics as a case study, this research focuses on sustainable packaging to explore strategies for balancing environmental goals with cost–benefit considerations. The findings suggest that although green packaging requires substantial initial expenditure, enterprises can achieve both operational cost reduction and environmental performance enhancement in the medium to long term through standardization, scalability, and technological innovation. JD’s “Green Stream Initiative”, by promoting reusable packaging, optimizing packaging algorithms, and fostering industry-wide collaboration, has significantly improved resource utilization efficiency and reduced unit costs, thereby demonstrating the synergistic interaction between commercial viability and environmental responsibility. Building on this case, the study develops a cost–benefit analysis (CBA) framework for sustainable packaging and incorporates enterprise-level operational insights, offering a micro-level perspective and actionable pathways for the green transformation of the e-commerce logistics industry. Furthermore, it contributes to filling the empirical research gap in this field.