Perceived Value and Purchase Intention for Private-Label Dairy Products in Peru: The Mediating Role of Consumer Trust

This study examined how five dimensions of perceived value-perceived quality, eco-nomic-financial value, functional-sensory value, emotional value, and social value-were associated with consumer trust and purchase intention for Tottus private-label dairy products in East Lima, Peru, including indirect statistical associations through trust. A cross-sectional survey was completed by 296 adult consumers with prior self-reported purchase or consumption of the studied private-label dairy products. The 37-item instrument was analyzed using PLS-SEM with 5000 bootstrap sub-samples, PLSpredict, and CVPAT. Perceived quality (β = 0.257), functional-sensory value (β = 0.168), emotional value (β = 0.277), and social value (β = 0.225) were positively as-sociated with consumer trust, whereas economic-financial value was not (β = 0.055, p = 0.202). Consumer trust was positively associated with purchase intention (β = 0.410, p < 0.001). Significant indirect associations through trust were observed for perceived quality (βind = 0.105), functional-sensory value (βind = 0.069), emotional value (βind = 0.114), and social value (βind = 0.092), but not economic-financial value (βind = 0.023, p = 0.218). The model explained 71.0% of the variance in trust and 73.3% in purchase intention, while PLSpredict/CVPAT supported out-of-sample predictive relevance for both endogenous constructs. The contribution is incremental and context specific: the findings show heterogeneous value-trust-intention association patterns within a Peruvian private-label dairy setting rather than a uniform perceived-value mechanism.