In recent years, developing low-carbon technology has been a critical strategy for enterprises to respond to global warming challenges. Although consumer perception is influential in determining technology adoption, there is a lack of studies looking into the impact of consumer perceptions on enterprises' low-carbon technology adoption behaviors. This paper thus aims to investigate enterprises' decisions on technology adoption by considering the consumer perception disparity. Findings reveal that enterprises' optimal decisions would vary with the consumer perception disparity. When the consumer perception disparity is moderate, the enterprise would not choose to adopt low-carbon technology only. When the consumer perception disparity is either small or great, win-win situations could be achieved to maximize both enterprise profits and the social welfare. However, excessively high environmental costs would compress the win-win areas and severely reduce the total social welfare. The findings also reveal that government subsidies would be helpful in driving enterprises' low-carbon technology adoption behaviors; however, the study identifies three cases when government subsidies are ineffective. Major measures, including developing a flexible government subsidy mechanism by considering consumers’ low-carbon preferences, keeping a reasonable environmental cost, can be taken to effectively promote low-carbon technology adoption. This study provides a new perspective for enterprises to make decisions on low-carbon technology adoption, and provides theoretical evidence for the government to promote the effectiveness of subsidy policies.

近年来，开发低碳技术已成为企业应对全球变暖挑战的关键战略。尽管消费者的看法对确定技术采用具有影响力，但缺乏研究来研究消费者的看法对企业低碳技术采用行为的影响。因此，本文旨在通过考虑消费者感知差异来调查企业在技术采用方面的决策。调查结果表明，企业的最佳决策将随消费者感知差异而变化。当消费者的感知差距适中时，企业不会选择仅采用低碳技术。当消费者的看法差异很小或很大时，可以实现双赢，以最大限度地提高企业利润和社会福利。但是，过高的环境成本会压缩双赢区域，严重降低社会福利总额。研究结果还表明，政府补贴将有助于推动企业的低碳技术采用行为。但是，研究发现了三种政府补贴无效的情况。可以采取主要措施，包括通过考虑消费者的低碳偏好来建立灵活的政府补贴机制，保持合理的环境成本，以有效地促进低碳技术的采用。这项研究为企业制定低碳技术采用决策提供了新的视角，