Abstract:In the fashion industry, understanding consumer decision-making significantly relies on perceived value.However, existing research spans different dimensions of perceived value, consumer groups, and fashion contexts. This systematic literature review examines the different dimensions of perceived value, its impact on consumers’ purchase intentions, and the factors that influence perceived value and purchase intention in fashion consumption. This study is based on secondary data from existing research on fashion, sustainable fashion, online fashion shopping, luxury fashion, and fashion e-commerce. The reviewed studies were analyzed to identify common findings and patterns related to perceived value and consumer decision-making. The findings show that perceived value includes several dimensions, such as functional, social, emotional, economic, environmental, ethical, and experiential values. The review also shows that consumers' purchase intentions are strongly associated with perceived value and can link consumer, product, social, and digital factors to purchase decisions. Factors such as product quality, price, design, fashion involvement, social media, shopping experience, self-awareness, and sustainability influence consumers’ perceptions of fashion product value. This review underscores the significance of perceived value in fashion consumers' decision-making and indicates the need for additional research that integrates multiple value dimensions and influencing factors.

Keywords: Perceived Value; Consumer Decision-Making; Consumer Behaviour​; Purchase Intention; Purchase Decision; Fashion Industry.