The popularity of online marketplaces continues to grow worldwide, and with it comes increased attention to the non-economic value they provide. This study aims to analyze the environmental, social, and governance (ESG) reports and news of 13 online marketplace operators and examine their engagement in ESG practices, considering their characteristics and the social environment. By comparing their practices with the generic ESG framework, the study identifies unique factors and approaches specific to ESG practices in online marketplaces, such as constructing industry ecology, contributing to national current affairs and policies, protecting intellectual property, and focusing on information and network security. The study also finds that market transactions, digital innovation, and participant ecology are three key mechanisms that explain the specificity of ESG practices in online marketplaces. The findings of this study offer an ESG framework that can be applied to online marketplaces. It highlights the importance of considering online marketplaces’ social environment and individual characteristics in developing ESG practices. This study provides insights for online marketplace operators to improve their ESG practices and contributes to a growing body of literature on non-economic value creation in online marketplaces.

在线市场在全球范围内越来越受欢迎，随之而来的是对其提供的非经济价值的越来越多的关注。本研究旨在分析 13 个在线市场运营商的环境、社会和治理 (ESG) 报告和新闻，并考虑其特征和社会环境，考察他们对 ESG 实践的参与情况。通过将他们的实践与通用ESG框架进行比较，研究确定了在线市场中ESG实践的独特因素和方法，例如构建行业生态、为国家时事和政策做出贡献、保护知识产权、关注信息和网络安全。研究还发现，市场交易、数字创新和参与者生态是解释在线市场 ESG 实践特殊性的三个关键机制。这项研究的结果提供了一个可应用于在线市场的 ESG 框架。它强调了在制定 ESG 实践时考虑在线市场的社会环境和个人特征的重要性。这项研究为在线市场运营商改善其 ESG 实践提供了见解，并为越来越多关于在线市场非经济价值创造的文献做出了贡献。