Evaluating Environmental, Social, and Governance Strategies in E‐Commerce: A Conceptual Framework on Alibaba Group's Practices and Implications for Corporate Social Responsibility

ABSTRACT Amid the growing importance of environmental, social, and governance (ESG) principles and the critical role of corporate social responsibility (CSR) frameworks in shaping the operational strategies of e‐commerce firms, this study explores their level of interaction, with a particular focus on Alibaba Group. The research aims to propose a conceptual framework designed to strengthen these interactions and benefit stakeholders, especially for Alibaba's global customer base. Data for the study was sourced from the Scopus database, as well as Alibaba's ESG reports. Through a systematic literature review, this study utilized Bibliometrix R Package and Microsoft Excel to analyze 93 documents refined from an initial pool of 891, filtered using Scopus tools and predefined inclusion and exclusion criteria. The findings reveal substantive interplay between ESG, CSR, and e‐commerce, with Alibaba demonstrating notable progress in achieving its ESG and CSR goals. The proposed conceptual framework emphasizes the pivotal role of customers in advancing the ESG‐CSR objectives of e‐commerce platforms within the context of global operations. These findings offer valuable insight to those seeking to develop ESG and CSR frameworks that balance economic performance with environmental and social accountability.