Abstract: In order to promote the development of low-carbon economy more effectively, while considering the implementation of differentiated carbon emission reduction policies for supply chain enterprises, the supply chain decision-making under the influence of consumers' low carbon preference is studied. A two-level supply chain is formed by suppliers who implement carbon trading policies and manufacturers who implement carbon tax policies, and a Stackelberg game model is constructed to explore the influence of consumers' low carbon preference on enterprise decision-making, as well as the relationship between consumers' low carbon preference and emission reduction policies. Based on this, the influence of consumers' low-carbon preference on enterprise decision-making, and the relationship between consumers' low-carbon preference and emission reduction policy are analyzed. The results show that when consumers' preference for low carbon is enhanced, the product price and carbon emission reduction per unit product of supply chain enterprises will increase, but the upward trend is different. In order to promote the enterprise carbon emission reduction at the same time and to maintain the interests of consumers and market stability, the government needs to make reasonable regulation and control of policies and market prices according to different growth trends. On the other hand, consumers' preference for low carbon is negatively correlated with carbon tax rate and carbon trading price. In this case, the government's implementation of loose heterogeneous emission reduction policies will contribute to the good operation of the supply chain. Finally, the correctness of the corresponding conclusion is further verified by an example analysis.

Key words: heterogeneous emission reduction policy, low carbon preference, carbon emissions, optimal decision