Corporate Social Responsibility in E-commerce: Insights from Pinduoduo Stakeholder Interview
DOI:
https://doi.org/10.54097/bg6ean13Keywords:
Corporate Social Responsibility (CSR), E-commerce, PinduoduoAbstract
This study explores the Corporate Social Responsibility (CSR) practices within Pinduoduo, a leading and controversial e-commerce platform. Through qualitative interviews with Pinduoduo’s market promotion employees and resident merchants, the research reveals a nuanced relationship between rapid growth and ethical business conduct. While Pinduoduo’s innovative business model and aggressive marketing strategies have driven significant growth, they have also led to concerns about counterfeit goods and consumer-first policies. The study recommends stricter merchant entry regulations and continuous monitoring to enhance ethical standards. Pinduoduo’s commitment to ESG principles is highlighted through supply chain optimization and technological advancements in logistics, which have reduced environmental impacts. Strengthening collaborations with government agencies and consumer protection associations is also suggested to further improve regulatory compliance and consumer trust. This research underscores the importance of integrating CSR into core business strategies to achieve sustainable growth in the e-commerce sector.
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