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The purpose of this study is to discuss the concept of hedonic and utilitarian values ​​of consumers. The research was conducted qualitatively with literature review and preliminary studies to find a concept model of hedonic and utilitarian values. The results of the study show that hedonic and utilitarian value is often studied together because it is the direct experience of consumers. In online shopping, hedonic and utilitarian values ​​are assessed to assess e-commerce. This study proposes an appropriate model for hedonic and utilitarian values, where both values ​​have a relationship with consumer satisfaction, loyalty, sustainable purchase and sustainable trust. The benefits of this research can be used by marketers as information prior to the implementation of marketing strategies. So that understanding consumer behavior can stimulate sustainable marketing and marketing performance.

Sustainable Marketing; Hedonic; Utilitarian