Environment and Interdisciplinary Development

Designing a Paradigmatic Model for the Environmental Sustainability of E-Commerce and Identifying Influential Variables by Using the MICMAC

Document Type : Original Article

Authors

Faezeh Hedayat Nazari 1
Nazanin Teimouri 2

1 Industrial research group, Faculty of Industry and mine development, The Institute for Trade Studies & Research (ITSR), Tehran, Iran

2 Department of Public Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.22034/envj.2025.517536.1493
Abstract
Introduction: In Iran, with the growth of the e-commerce sector's performance, the future perspective of e-commerce for Iran seems promising; however, an important issue that requires immediate attention is that, given the intensification of environmental problems in Iran, how will the environmental sustainability of the e-commerce sector be achieved. Thus, since the specific focus on the issue of environmental sustainability of e-commerce is new in international studies and has been unprecedented in Iran as well, the present study has addressed this issue. Therefore, the localization of a sustainable e-commerce model, which would be developed with a systematic and comprehensive view, has not been implemented so far. Accordingly, the present study has been conducted with the aim of designing a model for the environmental sustainability of e-commerce using a paradigmatic method and identifying influential variables.
Materials and Methods: This research is an applied study in terms of purpose and falls into the category of exploratory research in terms of nature. Regarding data collection, the study is descriptive. In the first phase, library studies were conducted, focusing on searching authoritative scientific and informational sources in the subject area. The results of this phase led to the formulation of the theoretical foundations and analysis of the research background, ultimately enabling the identification and extraction of influential variables. In the second phase, a survey of experts' opinions was carried out, and data were collected through exploratory interviews with knowledgeable experts and specialists in the field of the present research. These interviews aimed to complement and revise the identified variables and factors influencing the environmental sustainability of e-commerce in Iran, identify influential variables, and ultimately develop a desirable paradigm model. Subsequently, the findings from the previous stages were analyzed using content analysis method and three stages of coding. After identifying the variables through reviewing existing sources and analyzing the interview content, items were extracted and presented to the experts. Following the collection of opinions on each item, the relevant inventory was finalized. To examine the relationships between variables, an interaction effects matrix and MICMAC software were used.
Results: The findings indicate that in the paradigmatic model of the present research, the contextual conditions for the country's sustainable e-commerce comprise economic and social factors. Intervening factors include organizational, legislative, and environmental policy factors. Causal conditions consist of resource and environmental crisis and climate and energy crisis. Strategies for sustainable e-commerce include sustainable transportation and logistics, sustainable supply chain network, digital transformation and smartening, and stakeholder collaboration. Finally, the outcomes of environmental sustainability in e-commerce will manifest at both the firm level and the macro level.
Discussion: The most significant variables influencing the implementation of the environmental sustainability model for e-commerce include scarcity of raw materials and natural resources, conservation of consumption, environmental accountability, ecocentrism and consideration for future generations, top management commitment, cost management, national environmental protection laws, international environmental protection laws, government incentives for waste reduction, sustainable transportation and logistics policy, optimized transport routes, supply chain software, and social branding. Regarding goal-setting for the implementation of the environmental sustainability model for e-commerce, key variables such as corporate social responsibility strategies, ethical and cultural imperatives, organizational training on sustainability, risks of reduced biodiversity, supplier selection, location of facilities and urban distribution centers, storage and warehousing, the sharing economy, and collaborative innovation must be considered by e-commerce sector managers and decision-makers. The most important limitation of the present study was the lack of extensive prior research and practical experience regarding sustainable e-commerce in Iran, which is due to the novelty of the subject and has limited the possibility of comparison with previous studies and actions.

Keywords

Sustainability
E-Commerce
Sustainable E-Commerce
Cross-impact analysis
Mic Mac
Subjects
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Environment and Interdisciplinary Development
Volume 11, Issue 92
Spring 2026
Pages 104-120

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