Study On Consumer Awareness Of Low-carbon Affects Manufacturer’s Low-carbon Strategies

In recent years, fog and haze appeared frequently in most regions of our country,unusual weather phenomenon has become a hot topic of society, environmentdegradation and low-carbon life cause for concern again. The frequent appearance ofthe air pollution highlights the much pollution and much energy consumption industriescontinually impact on the environment, and consumer awareness of low-carbonconsumption will significantly affect the corporate decision-making. For thegovernment, how to promote energy saving and low-carbon development, will also berelated to the level of China’s future environment quality.The impact of low-carbon awareness of consumers on low-carbon strategies ofmanufacturer seldom considered in current study. Based on this, the paper highlights theimpact of low-carbon awareness of consumers on low-carbon strategies ofmanufacturer.First, from four perspectives:1) the study of low-carbon supply chain;2) the studyof low-carbon technology and low-carbon strategies choice;3) the study of consumerlow-carbon awareness and low-carbon consumption behavior;4) the study of thegovernment’s carbon tax policy, the researches related to the above are reviewed.Second, studying how the consumer awareness of low-carbon influences thelow-carbon technology choice of the monopoly manufacturer. When manufacturerschoose low-carbon technologies, low-carbon preference of consumer will be considered.In addition, the government’s carbon tax policy will have a significant impact on themanufacturer’s production decisions. Based on consumer preference and government’scarbon tax policy, the manufacturer will make different strategies accordingly. Theresults show that when low-carbon awareness of consumers is strong, compared withnot using low-carbon technology, using low-carbon technology is more beneficial to themanufacturer. With the gradual improvement of the level of carbon tax, themanufacturer firstly do not use low-carbon technology, and then use it and finally not touse it.At last, studying how the consumer awareness of low-carbon influences thelow-carbon strategies of the duopoly manufacturers. Consumer preference forlow-carbon products directly affects the effectiveness of the manufacturer’s revenue,thus affecting the low-carbon strategies choice of the duopoly manufacturers. The results show that neither of the two manufacturers adopts low-carbon strategy if lowcarbon preference of consumers is weak and both of the two manufacturers adoptlow-carbon strategy if low carbon preference of consumers is strong.