The demand for Ayurveda products has been increasing over the last decade, and consumption values are critical in understanding the driving forces behind the success of these products. This study examines an initial-trust–mediated model using theory of consumption values (TCV) to predict consumer's intention to purchase Ayurveda products. The conditional, functional, emotional, epistemic, and social values in the TCV were used to build an initial-trust–mediated model. The proposed model was analyzed using a sample of 440 usable responses. The outcomes revealed that the five consumption values used in the model influenced initial trust. Intention to purchase Ayurveda products was found to be influenced by the four consumption values, except social values. Initial trust strongly mediated the effect between consumption values and intention to purchase Ayurveda products. This study provides theoretical, practical, and managerial implications for marketers and other professionals in the natural, eco-friendly, and green products sector.

中文翻译：

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初始信任能否提高购买阿育吠陀产品的意愿？消费价值理论 (TCV) 视角

在过去十年中，对阿育吠陀产品的需求一直在增加，而消费价值对于了解这些产品成功背后的驱动力至关重要。本研究使用消费价值理论 (TCV) 检验初始信任介导模型来预测消费者购买阿育吠陀产品的意图。TCV 中的条件、功能、情感、认知和社会价值被用来建立一个初始信任介导的模型。使用包含 440 个可用响应的样本对所提出的模型进行了分析。结果表明，模型中使用的五个消费值影响了初始信任。发现购买阿育吠陀产品的意愿受到四种消费价值的影响，但社会价值除外。最初的信任在消费价值和购买阿育吠陀产品的意愿之间有很强的中介作用。本研究为自然、环保和绿色产品领域的营销人员和其他专业人士提供了理论、实践和管理启示。