Abstract: From the perspective of the consumer, this paper explores the main impactsof the function value,emotion value and perceived sacrifices from ingredient brand on their purchase intention,and meanwhile it measures the moderaterole of consumer knowledge in this process.The results showed that the more functional value and emotional value that consumersperceived, the higher their purchase intention is.Consumers are willing to pay a higher price for ingredient brandand their knowledge knowledge positively moderates the relationship between functional value, emotional value and purchase intention,but it has no moderating role on the perceived sacrifices.Accordingly, it puts forward that the ingredient suppliers should pay more attention to the brand pull-power from the consumer market. It is necessary to emphasize the excellent properties of ingredient brand and the emotional benefits that brand contributes. Meanwhile, the suppliers should improve the consumers' awareness of the ingredientbrand value, so thatturned into knowledgeable ones gradually.

Key words: perspective of consumers, ingredient branding, knowledge level, social media