The Research On Dimensions Of Customer Perceived Value Of Green Costume

In recent years, the deterioration of the ecological environment has caused governments,enterprises and consumer'consistent attentions. For all the problems that caused by environmental issues, a huge potential green market emerged. How to establish competent advantage in green market is vital for all enterprises in changing develop strategies.Customer perceived value is one of the most important theories which enterprises used to create customer satisfaction. Customer perceived value defers in specific purchase circumstance and different product categories. As environmental protest become a widely awareness issue, how customer perceive the green costume as one specific category of green product, is needed to be further concerned and researched.Firstly, the study reviewed the related researches of green costume, perceived value and value dimensions, on this basis, hypothesized a six dimensional value model about customer perceive green costume. The six dimensions are: functional value, appreciation value, emotional value, social value, green value and value loss. Secondly, through the survey and data analysis, denied the appreciation value and modified the six dimensional modal into five dimensional. Then an analysis of impact of various dimensions of customer perceived value to the consumer's intention to purchase of green costume is conducted, showing that emotional value had the greatest impact on consumer's purchase intentions, then the green value, functional value had the smallest impact. Finally based on findings, implications for companies in green market strategy are discussed.