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This study aims to examine the interrelationships between the dimensions of perceived value, including functional, emotional and social values. The mediating role of emotional value between functional and social values and satisfaction have been hypothesized and tested. In addition, this study examines the moderating role of social value for the effect of emotional value on satisfaction.

Data for this study were collected from guests staying at two traditional guesthouses in Kashan, Iran. The authors applied partial least squares structural equation modeling to analyze 316 questionnaires completed by participants and for hypotheses testing.

The authors found positive and direct effects of all dimensions of perceived value on satisfaction. Moreover, the results indicated positive and significant indirect effects for functional and social values on satisfaction through emotional value. The findings demonstrated positive and strong effects of functional and social values on emotional value. The results do not support a moderating role for social value on the relationship between emotional value and satisfaction. In addition, the findings showed a strong and positive effect for satisfaction on revisit intentions.

This study makes a unique theoretical contribution to the perceived value literature by investigating the interrelationships between dimensions of perceived value. Moreover, this study explores several practical implications of these findings.

The purpose of this study is to examine factors influencing consumers’ intention to purchase Halal cosmetics through the lens of theory of consumption values (TCV).

This study employed a quantitative research methodology, collecting data from 185 respondents through an online questionnaire. The participants, selected via purposive sampling, were all current purchasers of cosmetics. The data were analyzed using partial least square structural equation modeling (PLS-SEM) with the assistance of IBM SPSS and SmartPLS software.

This research reveals that emotional value is the most substantial value predictor, followed by epistemic value, conditional value and functional value. Further, the moderation analysis shows that the effect of conditional value is strengthened when the consumer are from a higher social class.

This study reveals that consumption values with context-specific attributes directly impact consumer purchase intentions towards Halal cosmetics, while social class acts as a significant catalyst. This offers a fresh perspective that mitigates the traditional misconceptions about Halal cosmetics among Malaysians, highlighting the complexity and resilience of consumer adoption in this innovative sector.