Table 4 Perceptions associated with... | Emerald Publishing

Table 4

Perceptions associated with price

Price	Theme	Perceptions
Price	Theme	USA	Japan
High	Sustainability	Price fairness
	Sustainability	“(…) I don't think I'd mind paying a bit more if I know they're supporting the environment and have good working conditions.”
	Quality	High quality	High quality
	Quality	“It's a good price for Italian olive oil (…) there are things I can buy cheaply, but there are others I can't. And if it's good, it's good, and I pay what I have to pay.”	“(…) if you get good value for what you pay, then example 3 is worthwhile.”
	Barrier	Low barrier	High barrier
	Barrier	“I'm not rich, but when I'm shopping, when I'm buying olive oils, $30, $35, $38, these aren't huge differences. (…). So I don't care about the price at all.”	“It has the most reasonable price [Option 1], but even so, it seems out of reach for everyday shopping.”
Low	Price sensitivity		Saving money
Low	Price sensitivity		“If the quantity is the same across these five options, I'd probably choose the cheapest.”

Price	Theme	Perceptions
Price	Theme	USA	Japan
High	Sustainability	Price fairness
	Sustainability	“(…) I don't think I'd mind paying a bit more if I know they're supporting the environment and have good working conditions.”
	Quality	High quality	High quality
	Quality	“It's a good price for Italian olive oil (…) there are things I can buy cheaply, but there are others I can't. And if it's good, it's good, and I pay what I have to pay.”	“(…) if you get good value for what you pay, then example 3 is worthwhile.”
	Barrier	Low barrier	High barrier
	Barrier	“I'm not rich, but when I'm shopping, when I'm buying olive oils, $30, $35, $38, these aren't huge differences. (…). So I don't care about the price at all.”	“It has the most reasonable price [Option 1], but even so, it seems out of reach for everyday shopping.”
Low	Price sensitivity		Saving money
Low	Price sensitivity		“If the quantity is the same across these five options, I'd probably choose the cheapest.”

Source(s): Authors’ own work