The research for the study of the subject of organic food, explore how brand image and consumers perceived value influence consumers' purchase intention; intervene when the interference of how Consumption Constraints investigation 666 consumers found: (1) Brand image has a significant impact on purchase intention. (2) perceived value has a significant impact on purchase intention. (3) Consumption constraints the relationship, "the brand image and purchase intention" of the non-regulatory role. (4) Consumption constraints the relationship "perceived value and purchase intention" of in a regulatory role. The results showed that the preferences of consumers in mind the brand image, not because of a change in consumption constraints intervention, the brand image is still selected on the basis of the most important minds of consumers, in order to provide the industry found attention and maintain brand image, and thus develop more effective marketing strategies.