中文摘要：

产品的低碳性受到企业和消费者的广泛关注．文章考虑包含一个制造商和一个销售商的供应链，假设市场需求量与产品低碳度正相关，与产品价格负相关，建立了基于顾客低碳选择行为的低碳供应链分散决策和集中决策模型，最优解表明，与分散决策情形相比，集中决策的产品价格以及企业的低碳投入减少，而顾客需求量和供应链的总利润变大，文中给出了供应链的制造商和销售商协同进行集中决策的条件．进一步地，文章重点研究了顾客低碳选择行为对供应链集中决策的影响，解析和计算分析结果表明，随着顾客低碳偏好的增加，虽然供应链低碳投入，产品价格呈指数增长，但供应链总利润也呈指数增长，因此，存在顾客低碳偏好下，供应链将会选择进行低碳投入．

英文摘要：

The customers and manufacturers have been considering more and more low-carbon attribution of the products. In this paper, a supply chain containing one manufacturer and one retailer are considered. Under the assumption that market demand is positively related to the product＇s low-carbon degree, but negatively related to the product＇s price, both the decentralized decision model and the centralized decision model of the low carbon supply chain are built with the consideration of customer＇s low-carbon choice behavior. The optimal solutions show that, comparing to the decentralized decision, the product price as well as the low carbon investment is lower under centralized decision whereas the customer demand and the gross profit of the supply chain are higher. Condition that the manufacturer and the retailer would like to choice the centralized decision-making is also given. Further, the paper focuses on the influence of customers＇ low-carbon choice behavior on the supply chain＇s centralized decisions. Analytical and computational analysis show that, with the increase of customer＇s low-carbon preference, investment on low-carbon supply chain and product price will increase exponentially, however, gross profit of supply chain will also increase exponentially. Therefore, the supply chain will choose low-carbon investment if the customers prefer for low-carbon product.