The Study On The Impact Of Customer Perceived Value On Purchasing Behavior Of Green Food

Customer perceived value (CPV) is considered as an essential source of businesscompetitiveness and an engine of constant development, and has been concern and practice inthe business world, also will become an important field of marketing research. But mostcurrent research focus on service products and durable goods, and there are seldomresearchers devoted themselves to the study of Fast Moving Consumption Goods, like foods.On the other hand, With the global resources depletion and ecological environment damaged,more and more begin to concern sustainable development, this enhances the consumer’sawareness of green consumption and green to buy become a new trend.In this context, this research want to explore the impact of the customer perceivedvalue on green purchasing behavior, and gain the following conclusions:(1) Green value is anew part of CPV;(2) Both social value and Green value has a direct positive effect on thecustomers’ green purchasing behavior;(3)Demographic variables no statisticallysignificant impact on the green purchase behavior.This Paper consists of five chapters. Chapter1is the summary of research,explained the background of this study, meaning, content and methods, introduce the paper’sstructure and research processes. Chapter2reviews the related research. Based on Pastresearches, this chapter systematically reviews Customer perceived value (CPV), greenconsumption and green purchasing behavior. Chapter3is the construction of the model andthe Proposal of hypotheses. Proposed green value dimension and the assumptions of theimpact of the customer perceived value on green purchasing behavior.Chapter4is the dataanalysis, I used SPSS to analysis the data. Chapter5summarizes the research, and gives thesuggestion.