From the perspective of behavioral economics, this report focuses on the Tmall platform to explore the impact of sustainable promotion strategies on consumer decision-making behaviors on e-commerce platforms. Firstly, the research analyzed the existing research status through a literature review, then collected the behavioral data of consumers in promotion activities through a questionnaire survey, and conducted model analysis combined with behavioral economics theory to evaluate the effect of promotion strategies. The purpose of the study is to reveal the mechanism of different promotion strategies in the consumer decision-making process and to provide substantive recommendations for optimizing the promotion strategies of e-commerce platforms to enhance the user experience, promote green consumption, and promote the sustainable development of e-commerce platforms. The research results can provide theoretical support and practical guidance for e-commerce platforms and policymakers in promoting sustainable consumption.
