The Eco-Label Strategy of Green Manufacture Under the Influence of Consumers' Intrinsic Preferences

Considering two eco-label strategies, self-label and certification-label, we construct a duopoly competition model encompasses both green product and ordinary product manufacturing enterprises. By Investigating the optimal eco-label standards, we explore the product pricing, and profits for enterprises facing green-sensitive consumers and price-sensitive consumers. The we analyze the optimal eco-label selection for green enterprises in different preference markets. Research indicates that the green quality standards and product prices under certification labels are invariably higher than those under self-label. However, the choice of eco-label by enterprises is influenced by consumers' individual intrinsic preferences; in price-sensitive markets, enterprises tend to adopt self-label; In green-sensitive markets, when the value of consumers' individual intrinsic preferences is below a certain threshold, enterprises will prioritize certification labels. Additionally, the profits of enterprises in green-sensitive markets are generally higher than those in price-sensitive markets, enterprises should highlight the advantages of green quality and guide consumers to prefer green attributes more when formulating promotional strategies.