As sustainability becomes a more prominent part of people’s lives, firms that embrace sustainability can create more value for customers. Value has traditionally been seen as being determined by the provider. However, recent theorisations have conceptualised value as being created by the customer with interactions as a key component. The primary way for customers to interact with firms is through indirect interaction – such as when reading labels on product packaging or taking part in advertising. In extant literature, there is a lack of research on how customers’ value creation is affected by interactions with firms – and more specifically – by indirect interaction. The purpose of this study has been to explore how customers’ value creation is affected by providers’ communication of sustainability efforts through indirect interaction. To gain this insight, 12 interviews with customers have been conducted and analysed in four dimensions – general, sustainability, communication and the value creation process. The study found that sustainability efforts were mainly communicated through indirect interactions. Sustainability efforts affected all respondents’ lives and consumption process. Customers valued communication of sustainability efforts that they perceived as being honest, could understand and was presented to them at an appropriate time.