People’s use of the earth’s resources is increasing day by day. Under the circumstance of limited earth’s resources, the issue of people’s use of energy-saving related products is very important. This study takes the use of energy-saving products as the research object, and adopts the form of questionnaire distribution to investigate the influence of respondents’ purchasing motivation on energy-saving products and their consumer’s cognition on value and loyalty. The research results show that consumers’ percept of energy-saving products purchase motivation has a positive and significant impact on customer value and customer loyalty; and, customer value has a positive and significant impact on customer loyalty.