<p>With the increasing development of the ecological consumption market, consumers’ understanding of ecological products has shifted from the functional level to multi-dimensional value recognition of brand image. As a key medium carrying ecological value symbols, the internal logic of how a linguistic landsense affects perceived brand image still needs to be clarified theoretically and verified empirically. Based on the interdisciplinary perspective of landsenses ecology, the theory of consumption values, rhetoric and linguistics, and guided by the eight principles of landsense creation, an experiment was conducted to test and systematically explain the correlation mechanism and functional boundaries of the influence of linguistic landsense on the perceived brand image of business ecological products through the value mediation path. It is found that logos, pathos, and ethos of the rhetorical linguistic landsense have positive impacts on perceived brand image through functional value, emotional value, environmental value, and social value. The results of the study show, based on rhetoric theory, that the linguistic landsense can effectively reveal the relationship between customer perceived value and brand image, which is helpful for practitioners, policy makers, managers and academic researchers to explore what motivates consumers to make specific choices, so as to promote understanding of the precise connection between suppliers and consumers of business ecological products, and help the inherent value of such products to be manifested into economic benefits, social benefits and ecological benefits.</p>