考虑消费者对标示碳标签产品的异质性消费偏好,建立不同消费群体支付意愿下的碳标签产品需求模型,研究供应商和零售商分别主导供应链情景下的最优决策.结果表明,在供应商或零售商主导供应链中,碳标签产品的定价相同.但供应链主导者通过身份力量影响批发价,从而在供应链总利润分享中获益.消费者群体中的普通顾客比例及普通顾客对碳标签产品的接受程度都影响供应链决策,但是普通顾客对碳标签产品的接受程度更具敏感性. Considering consumers’ preference for heterogeneous consumption of labeled products, the demand model for carbon labeling under the willingness to pay of different consumers is established, and the optimal decision under the scenario of supply chain is studied. The results show that In a supplier or retailer-led supply chain, the price of a carbon-labeled product is the same, but supply chain leaders benefit from sharing the wholesale price through the power of identity, thus benefiting the overall profit sharing in the supply chain. Customer acceptance of carbon labeling products affect the supply chain decision-making, but ordinary customers are more sensitive to the acceptance of carbon labeling products.