Data Set_Consumer Values and Patronage Intention

The dataset comprises primary survey data collected from 312 consumers in Sri Lanka who have prior experience with phygital retail environments (integrating physical and digital retail touchpoints). Data were gathered using a structured, self-administered questionnaire grounded in the Theory of Consumer Values (TCV). The instrument measures five consumer value dimensions—functional, emotional, epistemic, social, and conditional values—along with consumer attitudes and phygital patronage intention. All constructs were operationalized using multi-item scales adapted from established literature and measured on a Likert-type scale. The dataset was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via SmartPLS 4 to examine direct and mediating relationships. The data support empirical investigation into value-driven consumer behavior within phygital retail contexts.