• The Perceived value (ethical): This does not have to do with the product itself, but rather with the claims that the product makes. How much does the consumer value the environmental and social guarantees the product is making? This also depends on how much knowledge the consumer has about different issues, and therefore whether they are able to understand the positive changes that the company has made to society or to the environment. It also has to do with how far they believe the impacts being claimed to be true. This includes: