文章阐述了低碳产品消费意愿的内涵及其形成;从消费者行为视角、低碳消费外部效应及信息不对称性等角度来揭示低碳产品消费意愿形成的主要障碍;从重新定位目标客户群、打造低碳产品品牌、开拓个性化低碳产品等角度给出基于客户价值的低碳产品消费意愿提升的策略。 The article elaborates the connotation and its formation of low-carbon consumer’s willingness to consume; reveals the major obstacles to the low-carbon consumer’s willingness to consume from the perspectives of consumer behavior, external effects of low-carbon consumption and information asymmetry; from the perspective of repositioning the target customer base , Creating a low-carbon product brand and developing a personalized low-carbon product, the strategy of improving the consumer’s willingness of low-carbon products based on customer value is given.