Abstract: By establishing a duopoly competition model between manufacturers of carbon-labeled and non-labeled products, this study investigates firms’ blockchain certification investments, competitive strategy selections, and differential pricing decisions under varying behavioral-based pricing (BBP) frameworks in a market characterized by consumers with heterogeneous salience preferences. The following conclusions are derived: (1) The choice of BBP strategies by carbon-labeled product manufacturers involves trade-offs between short-term and long-term objectives as well as profit-driven versus market-share-driven goals. A unilateral BBP strategy facilitates market share expansion and incentivizes greater blockchain investment, aligning with firms prioritizing market dominance. Conversely, a bilateral BBP strategy, while potentially reducing short-term profits for labeled products, achieves long-term enhancements in total profits for both labeled and non-labeled manufacturers, better suiting firms focused on sustained profitability. (2) The effectiveness of enhancing low-carbon salience preferences in promoting labeled products is contingent on consumer composition, exhibiting a " dominant-priority" effect. When low-carbon-sensitive consumers dominate, strengthening their low-carbon salience preference reinforces market premium and expansion for labeled products. However, in markets dominated by price-sensitive consumers, intensified low-carbon salience preference inversely undermines pricing power and market share for labeled products. (3) Information structure significantly shapes pricing competition patterns and price discrimination between new and returning customers. A unilateral BBP strategy triggers intertemporal price competition from non-labeled manufacturers and exacerbates pricing disparities across customer cohorts. (4) Blockchain investment is systematically influenced by market dynamics and competitive strategies. An increased proportion of low-carbon-sensitive consumers and the adoption of a unilateral BBP strategy by labeled manufacturers synergistically stimulate blockchain technology adoption.

Key words: Salient Preference, Carbon-Labeled Product, Blockchain Investment, Behavioral Based Pricing