Abstract

Purpose This study aimed to determine whether the dimensions of the theory of consumption values (TCV), analyzed collectively or individually, influence the attitudes of millennials who intend to purchase organic products. Design/methodology/approach The research was quantitative, with a correlational scope and a cross-sectional design, conducted on 509 Peruvian millennials. A questionnaire consisting of 23 questions was administered, with responses quantified using a five-point Likert scale. The results were processed through exploratory factor analysis, confirmatory factor analysis and structural equation modeling using the Statistical Package for Social Sciences (SPSS) 24 and AMOS 24. Findings The study highlights that environmental attitudes (EAs) are a direct determinant of the purchase intentions for organic products. However, these attitudes are not equally shaped by all the dimensions of the TCV. It demonstrates that functional and social values contribute to the formation of EAs in Peruvian millennials, while emotional, conditional and epistemic values do not. These findings contribute to the body of knowledge by revealing that values most influence the decision-making process of organic product consumers and provide valuable information to improve decision-making for companies that produce and market these products. Originality/value The study confirmed that consumption values, considered as a second-order variable or as a single construct, do not influence the attitudes of millennials who intend to purchase organic products. This finding underscores the importance of measuring these dimensions independently. © 2025 Emerald Publishing Limited