Hedonic value and its influence on consumers: Systematic literature review

This study aims to systematically identify, synthesize, and analyze the role of hedonic value in influencing consumer behavior across various contexts between 2010 and 2024. Using a systematic literature review (SLR) method guided by the PRISMA protocol, 63 open access articles from the Scopus database were selected and thematically analyzed. The findings reveal five main research streams: the influence of hedonic value on satisfaction and loyalty, the integration of hedonic and utilitarian values, the role of sensory elements, the influence of cultural and demographic contexts, and the application of digital and immersive technologies. The review highlights that hedonic value is a multidimensional and evolving concept that significantly shapes consumer emotional experiences. Despite its growing relevance, research gaps remain, particularly in methodological approaches, cross-cultural studies, and attention to digital native consumers. This study concludes that hedonic value contributes meaningfully to consumer satisfaction, loyalty, and emotional attachment, and suggests that marketers should design strategies that enhance emotional and sensory engagement, especially in digital consumption environments.