Nanotechnology has received a widespread application recently in the development of pharmaceutical, cosmeceutical and nutraceutical (PCN) products through utilizing nanomaterials in the formulation and/or shaping of the finished products at nanoscale. This study investigates factors influencing Malaysia consumer decisions in nano-based PCN products purchase by consumption values theory (n = 181). The moderating effect of nano labelling on consumption decisions is examined. Nano labelling is found to strengthen the relationship between epistemic value and consumption decisions. The knowledge-based consumption decisions can be misled by inappropriate label information that has implications for policy makers and marketing practitioners.