“…As the increased awareness of environmental protection and the change of the consumption habits, customers are more sensitive to low carbon products and willing to pay extra price (Arora, 1995;Bansal and Gangopadhyay, 2003;Björklund, 2011;Paksoy and Özceylan, 2013;Chander and Muthukrishnan, 2015). In addition, customer environmental consciousness will influence carbon emissions reduction strategy and, in return, manufacturer will seek for optimal green technology investments to reduce carbon emissions for winning more customers (Geffen and Rothenberg, 2000;Laroche et al, 2001;Innes, 2006;Zhu and Sarkis, 2007;Sengupta, 2015;Jiang and Chen, 2016;Luo et al, 2016). Therefore, the attribute of low carbon has become an influential aspect for customers.…”