The Research On Dimensions Of Customer Perceived Value Of Green Products

In recent years, the deterioration of the ecological environment has caused governments, enterprises and consumers' consistent attention. Ecological factor has to be considered in the formulation of policies, business marketing strategies. Consumers also are increasingly aware of the importance of protecting the environment when purchasing products and services.These changes have hastened the development of a huge market potentialmarket------the green market. Various enterprises must establish their owncompetitive advantage in green market in order to get the long-term development opportunity.Customer perceived value is one of most important theories which marketers used to create customer satisfaction. Customers perceive value in specific purchase circumstances and various from social and cultural environments, shopping environments, and types of products. Since ecological concern is popular all over the world, consumer perceived value of green products need re-awareness and research.Firstly, the study reviewed the related researches of perceived value and green products. And on this basis, the study proposed a new dimension ofcustomer perceived value of green products------green value. Through the surveyand data analysis, the hypothesis of green value is supported. Secondly, an analysis of the impact of various dimensions of customer perceived value to the consumer's intention to purchase green products is conducted, showing that functional value had the greatest impact on consumer purchase intentions, and then green value. But the impact of customer perceived sacrifices were not significant. Finally, based on findings, implications for companies and marketers engaged in green market are discussed.