La valorisation de promotions-prix sur des produits équitables

The objective of this research is to analyze consumers? valuation of price promotions on fair trade products whose prices are based on the ?fair price? mechanism. Two experiments realized in a store laboratory show that the perceived trustworthiness of the promotion has a direct and indirect influence, through its utilitarian and hedonic values, on consumers? attitude toward this promotion, which thus directly influences their specific purchasing behaviors. These experiments indicate however that the price advantage offered by the promotion should not be too important in order to allow consumers to benefit from the hedonic value of this promotion.