主观价值理论（英语：subjective theory of value，简称STV）是经济学的价值理论，认为产品和服务本身并没有经济的价值，而是由于个人对它们的需求才有价值存在。而这些价值是依据购买者肯为此付出多少代价（如货币）来计算的。由于世界上每个人都有不同的需求和情况，因此，所谓「正确」的经济价值或价格在客观上是不存在的。

与主观价值理论相反的是固有价值理论—例如劳动价值理论，认为一件物品的经济价值是由生产过程中的劳动力量大小所决定的，这种理论经常被用以谴责利润是一种剥削行为。而主观价值理论则允许利润的产生，认为那是个人在以较低的价格购买（或以更高的价格贩卖）产品时必然产生的，而这种利润是与生产中的劳动大小一致的，也因此否定了价值的固有理论。

The subjective theory of value is a theory of value which advances the idea that the value of a good is not determined by any inherent property of the good, nor by the amount of labor necessary to produce the good, but instead value is determined by the importance an acting individual places on a good for the achievement of his desired ends. While the modern version of this theory was created independently and nearly simultaneously by William Stanley Jevons, Léon Walras, and Carl Menger in the late 19th century it had in fact been advanced in the Middle Ages and Renaissance but did not gain widespread acceptance at that time.