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Des promotions-prix sur des produits équitables en GMS : comment réagissent les consommateurs ?

Author

Listed:
  • Florence de Ferran
  • Blandine Labbé-Pinlon

    (Audencia Recherche - Audencia Business School)

  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

Are price promotions relevant to promote fair trade products, which price is supposed to guarantee a fair income to small producers? What is the point of view of fair trade conscious consumers who do not buy, or occasionally, fair trade products? A qualitative exploratory study first shows that fair trade products are inconsistent with price promotions as they are perceived differently from non-fair trade products, even if consumers recognize, paradoxically, that price promotions could increase purchases of fair trade products. An experiment realized afterwards in a store laboratory indicates that, fair trade conscious consumers, occasional or non-buyers of fair trade products, behave differently in a purchase situation. They pay attention to these promotions which lead some of them to buy fair trade products in addition to the benefit that it can help small producers. The relative importance of those two motives relies on the intensity of the promotion and the customer profile.

Suggested Citation

  • Florence de Ferran & Blandine Labbé-Pinlon & Cindy Lombart & Didier Louis, 2014. "Des promotions-prix sur des produits équitables en GMS : comment réagissent les consommateurs ?," Post-Print hal-01017275, HAL.
    • Handle: RePEc:hal:journl:hal-01017275
    DOI: 10.3917/mav.070.0077
    as

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