Abstract: Using the statistical analysis software SPSS18.0 and AMOS20.0, this paper deeply tests the collected data from the perspective of consumer perception, and explores the mediating role of customer perceived value between business ethics behavior and consumer response, and the regulatory effect of consumer trust. The research shows consumer ethics and feedback society under the business ethics have significantly positive effects on consumer′s emotional response and behavior response, environmental protection under the business ethics has significantly positive effects on consumer′s emotional response, customer perceived value plays a part of the intermediary role between the business ethics behavior and consumer response, and consumer trust plays a significantly positive regulatory role between the relationship of consumer ethics, environmental protection and consumer emotional response. The above conclusions can provide some theoretic references for enterprises to carry out ethical activities, improve consumer perceived value, and enhance consumer response.

Key words: business ethics behavior, consumer response, customer perceived value, consumer trust