json - jquery not parsing data held in data attribute -

i'm trying parse data held in data attribute defined follows

html

<div data-details="{'value':'2.38', 'image':tesco.png }"></div> 

jquery

var details = $(this).data('details'); 

when trying parse json

$.parsejson(details) 

it returns in console

syntaxerror: json.parse: unexpected character @ line 1 column 1 of json data 

any guidance apreciated.

*edit when html declared (all variables wrapped in single quotes)

 <div class="transaction-panel matched" data-details="{'value':'2.38', 'image':'tesco.png' }" ></div> 

the same error reurned

your details not valid json, $.parsejson can't read it. need use double quotes around keys , (string) values. valid json needs double quotes.

<div data-details='{"value":2.38, "image":"tesco.png"}'></div> 

note: can use either single or double quotes html attributes.

as noted @vohuman, when $(this).data('details'), jquery automagically parse json (it detect it's json, parse it), don't need $.parsejson.

here's demo @swatkins made: http://jsfiddle.net/dpqpl9kv/