Formation of consumer value of a product under conditions of digitalisation and sustainable development

Abstract

Abstract The relevance of this study was driven by the transformation of consumer value formation under the influence of economic digitalisation and the growing importance of sustainable development principles. The aim of the research was to identify the key determinants of consumer value and to develop an integrated model of their interaction. The study was based on a survey of 210 respondents aged 18-45 who regularly made online purchases. The results showed high average evaluations of key variables: digital experience (4.25), perceived consumer value (4.18), personalisation (4.12), brand trust (4.05), and environmental sustainability (3.89). Correlation analysis revealed the strongest relationship between brand trust and consumer value (r = 0.72), followed by personalisation (r = 0.68) and digital experience (r = 0.65), confirming the critical role of intangible factors. The regression model demonstrated strong explanatory power (R² = 0.62). Brand trust had the greatest impact on consumer value (β = 0.36, p < 0.01), followed by personalisation (β = 0.31, p < 0.01), digital experience (β = 0.28, p < 0.01), and environmental sustainability (β = 0.19, p < 0.05). Additionally, the combined effect of personalisation and environmental sustainability increased perceived value by 18% compared to their individual effects, indicating a significant synergistic effect. The findings provided empirical evidence that consumer value was a multidimensional construct shaped by the interaction of digital and sustainable factors, with trust acting as a key mediating variable. The proposed model could be applied to improve product policy, enhance competitiveness, and strengthen long-term consumer relationships