Toward a better understanding of perceived sustainable value process: A cognitive chain approach[Mieux comprendre le processus de formation de la valeur durable perçue : Une approche par les chaînages cognitifs]

The food system encompasses functional, symbolic, cultural, sociological, economic, and ecological dimensions that foster the development of sustainable food products. Although extensive literature has examined their perceived value, it has not fully identified their underlying motivations, specific components, or overall value (defined as the benefits–sacrifices ratio). This qualitative research seeks to define sustainable value by analyzing consumers' purchasing decision processes and determining how this perception is formed. The cognitive chain methodology is employed to link the attributes of sustainable food products to individuals' core values. The findings highlight the importance of personal values—particularly security, universalism, and benevolence—in shaping perception. The study identifies the key components of sustainable value (excellence, self-esteem, status, hedonic, ecological, social, and societal value) and proposes the foundational elements of a global perceived sustainable value formation model to support companies' strategic societal transition.