The article focuses on consumers with heterogeneous preferences for product carbon footprints under two carbon labeling systems: carbon reduction labels and carbon footprint labels. Using mathematical models, the study explores the optimal decision‐making behavior of enterprises under the carbon labeling system based on consumer utility theory at the enterprise level. It also investigates consumer surplus, environmental improvement, and social welfare under different production modes of the carbon reduction label and carbon footprint label systems at the societal level. The research findings are as follows: (1) At the level of economic benefits for enterprises, choosing to produce products with carbon reduction labels is more favorable when the investment costs for emission reduction are high, while choosing to produce products with carbon footprint labels is more favorable when the investment costs for emission reduction are low. The optimal prices of products under the two carbon labeling systems show opposite trends compared to the investment costs for emission reduction. (2) At the level of environmental benefits for enterprises, under the carbon reduction labeling system, whether through full production or a mixed production mode, enterprises are only willing to reduce the carbon footprint of products to the standard value. However, under the carbon footprint labeling system, especially in the mixed production mode, enterprises show a stronger willingness to overachieve in emission reduction target. (3) At the level of social benefits, compared to the situation under the carbon reduction labeling system, when the investment costs for emission reduction are low, the carbon footprint labeling system is more favorable in terms of consumer surplus and social welfare. However, this advantage gradually diminishes as the investment costs for emission reduction increase. (4) Excessive investment costs for emission reduction are detrimental to the implementation of both carbon reduction and carbon footprint labeling systems. The research conclusions suggest that companies should develop appropriate production strategies based on actual circumstances. Additionally, it is necessary for both the government and companies to reduce investment costs in emissions reductions by improving the system and optimizing emission reduction methods in order to better implement carbon labeling policies.

中文翻译：

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碳标签制度下考虑消费者异质性的企业生产决策研究

本文重点关注两种碳标签系统（碳减排标签和碳足迹标签）下对产品碳足迹具有不同偏好的消费者。研究利用数学模型，基于消费者效用理论，探讨企业层面碳标签制度下企业的最优决策行为。并在社会层面考察碳减排标签和碳足迹标签制度不同生产模式下的消费者剩余、环境改善和社会福利。研究结果如下：（1）在企业经济效益层面，当减排投资成本较高时，选择生产带有碳减排标签的产品更为有利，而选择生产带有碳足迹标签的产品则更有利。当减排投资成本较低时更有利。两种碳标签制度下产品的最优价格与减排投资成本相比呈现出相反的趋势。 （2）在企业环境效益层面，在碳减排标签制度下，无论是通过全量生产还是混合生产方式，企业都只愿意将产品的碳足迹降低到标准值。但在碳足迹标签制度下，特别是在混合生产模式下，企业表现出更强的超额完成减排目标的意愿。 （3）在社会效益层面，与碳减排标签制度下的情况相比，当减排投资成本较低时，碳足迹标签制度在消费者剩余和社会福利方面更加有利。但随着减排投资成本的增加，这一优势逐渐减弱。 （4）减排投资成本过高，不利于碳减排和碳足迹标签制度的实施。研究结论建议企业应根据实际情况制定合适的生产策略。此外，政府和企业都需要通过完善制度、优化减排方式，降低减排投资成本，更好地落实碳标签政策。