Building on the institutional theory, the resource-based theory, and the dynamic capability theory, and being conducted on Chinese e-commerce enterprises, this study develops a dual-path model of "normative institutional pressure-digital transformation-ESG practice intention" and "green innovation capability-digital transformation-ESG practice intention." This study employed an integrated approach combining case study and empirical analysis, the findings indicate that both normative institutional pressure and green innovation capability positively affect ESG practice intention, and the mediating effect of digital transformation is significant, especially in the path of normative institutional pressure. The results show that digital transformation not only enhances the capability to respond external pressures, but also facilitates the implementation of green innovation. Through the lens of “Intention” rather than “Performance”, this study reveals the process of transformation mechanism of enterprises from external negative compliance to internal positive acceptance. This study enriches the theoretical framework of ESG-driven mechanisms and digital transformation theory, and provides blueprint of practices and policies for green upgrading and the high-quality development of Chinese e-commerce enterprises.