Abstract
Purpose Natural food products are becoming more popular, and their health-related benefits are widely acknowledged. The authors wanted to see the influence of different consumption values on purchase intention of natural food products. To address this gap, the current study proposes to use theory of consumption values to explain customers purchase intention towards natural food products. Design/methodology/approach The authors used theory of consumption values (TCV), attitude and purchase intention to develop a comprehensive model. About 464 respondents have responded to the structured questionnaire which was floated through email and WhatsApp. Finally, the authors used structural equation modelling and moderation analysis to arrive at the final results. Findings Except for social value, all constructs named conditional, functional, emotional and epistemic were found to have a favourable and significant impact on consumers' purchase intention towards natural food products. The study shows that attitude has a moderating effect on the association between emotional value and purchase intention. Research limitations/implications This research illuminates the TCV which enable the long-term use of natural food products. In addition, the importance of attitude as a moderator of purchase intent provides a deep understanding of customer behaviour. Originality/value This model is the first of its kind in the current literature, using consumption values from the TCV with attitude to regulate purchase intention towards natural food products. In addition, theoretical advancements pave the path for future research.