Green perceived value: how extrinsic cues shape sustainability perceptions of food products

Purpose Growing concern about sustainability has made green perceived value a key factor in food purchase decisions. This study aims to examine how consumers interpret extrinsic cues (packaging, certification, origin and price) to construct green perceived value. It compares the United States of America and Japan to explore how sociocultural contexts shape this decoding. Design/methodology/approach An exploratory, qualitative study was conducted through six focus groups in the United States of America and Japan. A choice task involving extra virgin olive oil elicited spontaneous evaluations. Data were analysed using inductive content analysis to identify key themes and cross-cultural patterns. Findings All four extrinsic attributes influenced sustainability perception, with packaging emerging as the most salient cue. Sustainability cues were multidimensional, simultaneously shaping perceptions of quality, safety and health alongside green value. Cultural differences influenced interpretation. Japanese consumers linked these cues to safety and risk avoidance, whereas USA consumers prioritised individual health benefits and expressed greater scepticism towards sustainability claims. Green perceived value is not a direct response to objective information but a complex construction in which environmental and functional values are interwoven. Marketing strategies should manage these cues holistically, aligning them with local sociocultural expectations. Originality/value This study integrates the stimulus–organism–response paradigm with cue utilisation theory to explain how inferential processes transform signals into green perceived value. By adopting a cross-cultural perspective, it advances understanding of the mechanisms shaping green perceived value and reconceptualises the role of attributes such as price in sustainability evaluations.