Role of theory of consumption values in consumer consumption behavior: a review and Agenda

ABSTRACT

The theory of consumption values (TCV) as marketing theory provides insights related to consumer consumption behavior through consumption values. This study reviews the last 30 years’ literature (120 articles) from 1991 to 2022 through content analysis and bibliometrics citation analysis. Additionally, the seven research streams are identified in the literature: (1) TCV and consumer behavior toward digital consumer products and services, (2) TCV and consumer behavior toward brands, (3) TCV and consumer behavior toward information technology, (4) TCV and consumer behavior towards green products and sustainable development, (5) TCV and consumer behavior towards tourism and hospitality industry, (6) TCV and consumer behavior towards durable and non-durable goods, and (7) TCV and consumer behavior toward educational industry. This review presents the taxonomy of TCV in marketing research, influential aspects of literature, and future research agenda.

KEYWORDS:

• Theory of consumption values
• marketing
• consumer behavior
• bibliometrics citation analysis
• content analysis

Acknowledgments

The author wants to thank Prof. Ulf Johansson for suggesting several valuable comments to revise the manuscript. The author is also thankful for the valuable comments from two anonymous reviewers.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The authors did not receive any funding to conduct this study.

Notes on contributors

Salman Bahoo

Salman Bahoo is affiliated with EDC Paris Business School, France, as a Teacher-Researcher of International Business and Entrepreneurship. His research interests include international business, business development, artificial intelligence, corporate entrepreneurship, and innovation. His publications have appeared in journals such as Thunderbird International Business Review, International Business Review, Technology Forecasting, and Social Change.

Rana Muhammad Umar

Rana Muhammad Umar (PhD) is affiliated with the University of Udine, Italy. His main research interest includes Marketing and Consumer Behavior. His publications have appeared in journals such as the Journal of Management and Research, and the International Journal of Marketing Studies.

Michela Cesarina Mason

Michela Cesarina Mason is an Associate Professor of marketing at the University of Udine, Italy. Michela is a researcher in consumer behavior, marketing technology, and tourism marketing. Her publications have appeared in journals such as Management Decision, International Journal of Entrepreneurship and Small Business, and European Journal of Tourism Research.

Gioele Zamparo

Gioele Zamparo (PhD) is affiliated with the University of Udine, Italy. His main research interest includes Marketing and Consumer Behavior. His publications have appeared in journals such as Waste Management and Computers in Human Behavior.