The development of information technology has changed the pricing strategy of retailers, and consumers have also made strategic consumption behaviours accordingly. At the same time, changes in the environment have caused changes in the retailer’s products and raised consumers’ environmental awareness. This paper uses a two-stage pricing model to study the low-carbon product pricing decisions of retailers based on strategic consumers with low-carbon preferences in two situations. Through the analysis of low-carbon and ordinary products in two situations, the following conclusions can be drawn: (1) In a market where retailers only sell low-carbon products, product prices and profits increase as consumers’ green preference increases. (2) In the low-carbon product and ordinary product markets, the price and profit of low-carbon products increase with regard to consumers’ green preference . (3) In the second stage, when consumers’ intertemporal discount factor for ordinary products is larger than that of low-carbon products, the retailer’s total profit is smaller. The research conclusion comprehensively analyses the impact of customer strategic behaviour on the two-stage pricing decision of green differentiated products, which provides a very important reference for retailers to make pricing optimization decisions.

中文翻译：

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基于消费者战略行为的低碳产品两阶段定价决策

信息技术的发展改变了零售商的定价策略，消费者也相应地做出了战略性的消费行为。同时，环境的变化引起了零售商产品的变化，并提高了消费者的环保意识。本文使用两阶段定价模型来研究在两种情况下基于具有低碳偏好的战略消费者的零售商低碳产品定价决策。通过分析两种情况下的低碳和普通产品，可以得出以下结论：（1）在零售商仅销售低碳产品的市场中，产品价格和利润随着消费者的绿色偏好而增加增加。（2）在低碳产品和普通产品市场中，低碳产品的价格和利润随着消费者的绿色偏好而增加。（3）在第二阶段，当消费者的普通产品的跨期折扣系数大于低碳产品的跨期折扣系数时，零售商的总利润较小。研究结论综合分析了客户战略行为对绿色差异化产品两阶段定价决策的影响，为零售商制定价格优化决策提供了非常重要的参考。