A green perspective: Investigating the optical effects of e-commerce, renewable energy demand, and services trade on carbon emissions

Green digital marketing encourages consumers to make ethical purchases and pressures businesses to up their sustainability game via digital channels. Although helping economic development, the increased demand for internet things in Asia negatively impacts the environment. Using the PMG-ARDL and fixed effect models, this research looks at the effects of e-commerce on the environment in five developed Asian nations from 1990 to 2020. According to the findings, online shopping has a favourable short-term effect on carbon emissions but a negative long-term impact. Long-term increases in carbon emissions are attributable to R&D spending and trade-in services, but shorter-term reductions in emissions are attributable to trade-in services. Carbon emissions fall as economies expand. Economic growth is estimated to be a Granger cause of ecommerce and trade-in services. In contrast, e-commerce is estimated to be a Granger cause of renewable energy and service trade. E-commerce, demand for renewable energy sources, R&D expenditures, and international trade in services are projected to have the largest influence on carbon emissions over the next decade, according to a variance decomposition analysis (VDA). Investment in R&D should be increased, eco-friendly e-commerce projects should be subsidized, and targets should be established for the development of renewable energy sources in order to enhance environmental quality.