Consumer Perceptions Of Value And Sustainability: Exploring Intentions In Fine Dining Services

Abstract

In the present scenario environmental issues have taken central stage. These concerns plays a crucial role in shaping luxury market, making sustainable development a ley focus in the luxury service sector. The existing study examines customer perceptions of value in the context of sustainable fine dining services, employing an integrated predictive framework based on “Theory of consumption values”. The study employs regression analysis on primary data collected from 150 participants.  The findings of the study reveal a strong dependence on value-driven patterns as indicated by the results. A study highlights that functional and green value significantly impact a luxury purchase intention.  Furthermore, study identifies conspicuous ethical self-identity functions as a mediating variable that affects how consumption values relate to purchase intention. The outcomes of the research delivers essential business insights about sustainable product positioning, because it demonstrates how luxury brands to leverage diverse values perception to enhance the sustainability messaging.