A Study On The Relationship Between Customer Perceived Value And Green Food Purchase Behavior - The Regulation Of Consumer 's Expertise

Today, our country is in the background of comprehensively deepen reform, the prosperity of the market economy has brought the proliferation of the food crisis, and the green food has attracted consumers’ casual eye, whether customer perceived value has a positive effect on green food purchasing behavior or not, which need the attention of scholars. Besides, consumer expertise has an important effect on green food purchasing behavior and become the actual problem in the marketing process of green food manufacturers. Therefore, this study investigates the effect of customer perceived value on green food purchasing behavior and the moderating effect of consumer expertise.With the green food consumers as the research objects, this study collects the related data by using the methods of questionnaire, and this study uses SPSS 16.0 and AMOS 17.0 statistical methods, such as descriptive statistic analysis, reliability and validity test, correlation analysis, variance analysis and regression analysis to research the effect of independent variable (customer perceived value) on dependent variable (green food purchasing behavior) and see consumer expertise as a moderator. The study mainly discusses the relationship among customer perceived value, consumer expertise and green food purchasing behavior.Through the empirical analysis, this study arrives at these conclusions:Firstly, health value, emotional value, image value and environmental effectiveness value have a positive effect on green food purchasing behavior significantly. Secondly, consumer expertise moderates the relationship between health value and green food purchasing behavior, namely, the positive effect of health value posed on green food purchasing behavior can be strengthened by consumer expertise. Consumer expertise moderates the relationship between emotional value and green food purchasing behavior, that is to say, the positive effect of emotional value posed on green food purchasing behavior can be strengthened by consumer expertise. Consumer expertise moderates the relationship between image value and green food purchasing behavior, namely, the positive effect of image value posed on green food purchasing behavior can be strengthened by consumer expertise. Consumer expertise moderates the relationship between environmental effectiveness value and green food purchasing behavior, that is to say, the positive effect of environmental effectiveness value posed on green food purchasing behavior can be strengthened by consumer expertise.This study provides four suggestions for green food manufacturers:Firstly, green food manufacturers stand out the green food value by technology and marketing means. Secondly, green food manufacturers increase the propaganda of the green food to make food information transparency. Thirdly, green food manufacturers expand the channels of the popularity of green food knowledge to deepen consumers’ cognition. Fourthly, green food manufacturers should aim at the target consumers and formulate correct marketing strategy. Finally, this study summarizes the limitations of sample size and variable measurement, pointing out the future research direction.