The study examined the influence of consumer preference and satisfaction on the purchase intention of herbal products, with perceived value serving as a mediating factor. It aims to address the need for effective marketing strategies and product enhancement by providing deeper insights into consumer behavior within the rapidly growing herbal product industry. The research was conducted among 517 users of herbal products in the Tiruchirappalli district of Tamil Nadu. One-Way ANOVA and post-hoc analysis were employed to assess the impact of socio-economic variables, while structural equation modeling was used to analyse the relationships among the constructs. Consumer demographic profiles were interpreted using percentage analysis. The findings reveal that although distinct product choice and lifestyle orientation exert minimal influence, social pressure and brand loyalty significantly strengthen consumer preference and satisfaction. Purchase intention is positively affected by both preference and satisfaction. Furthermore, they influence perceived value, which acts as a mediator linking these factors to consumers’ intention to purchase. When consumers perceive greater value in a product, they tend to exhibit stronger brand commitment, trust, and buying intentions. Socio-economic characteristics such as age, occupation, monthly income, and educational level substantially shape consumer purchasing behavior toward herbal products.