Green E-Commerce: Leveraging AI for Sustainable Supply Chains in Digital Entrepreneurship

Abstract

This study aims to examine how Artificial Intelligence (AI) adoption enhances green ecommerce performance in Indonesia. A quantitative survey was conducted on 100 e-commerce
firms, selected purposively to capture managers familiar with AI in logistics and sustainability.
Data were analyzed using descriptive statistics, reliability testing, and an OLS regression
model. The results reveal that AI-enabled logistics efficiency, emission reduction, waste
reduction, and internal sustainability policies all significantly improve green e-commerce
performance (β = 0.25, p < 0.001). Among these, emission reduction provides the strongest
perceived benefit, while internal policies remain the weakest, suggesting limited formalization
of green governance. Overall adoption levels are moderate, with variations explained by firm
size and digital readiness. Theoretically, these findings reinforce resource orchestration and
institutional perspectives on AI as a strategic resource. Practically, they highlight the need for
stronger policies and managerial commitment. The novelty lies in providing the first empirical
evidence of AI-enabled green e-commerce in Indonesia.