Title: Customer value theory: sensitivity to price, emotional values, social relationship supports, and values conscious organic products purchase intention

Authors: Surbhi Sharma; Bijay Prasad Kushwaha

Addresses: University School of Business, Chandigarh University, Mohali, India ' University School of Business, Chandigarh University, Mohali, India

Abstract: This study aims to investigate the purchase intention of organic skincare products by using three variables of customer value theory and its sub-variables influencing the purchase decisions of consumers. Furthermore, how they improve brand reputation and commercial performance in the organic skincare industry. A total of 511 participants' responses were analysed and questions developed from the current literatures about the influence of customer value theory on purchase intention of organic skincare products used as survey instrument. The conceptual framework of this study visualises perceived consumer value theory, which contains three dimensions: functional value, social value and emotional value, wherein the findings demonstrated the significant impacts of both emotional and functional values. This study also focusses on the dimensions and sub-variables of customer theory and these values examined in the context of organic skincare products, which provides new model and future scopes.

Keywords: customer value theory; purchase intention; organic skincare products; social relationship supports.

DOI: 10.1504/IJICBM.2024.138993

International Journal of Indian Culture and Business Management, 2024 Vol.32 No.1, pp.38 - 58

Received: 19 Dec 2022
Accepted: 29 Dec 2022
Published online: 07 Jun 2024 *

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