At that price you don't defend fair trade, you shoot it down!: How do promotions affect the perceived value of responsible offers and consumer reactions?

« À ce prix-là tu ne défends pas le commerce équitable, tu le descends ! »: Comment les promotions affectent-elles la valeur perçue des offres responsables et les réactions des consommateurs ?

Guillaume Le Borgne () and Lucie Sirieix
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Guillaume Le Borgne: USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc

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Abstract: This research focuses on responsible offers, including offers on sustainable products and offers with a responsible purpose, such as "saving" products from waste or supporting producers. Price is an important barrier to the purchase of sustainable products, which promotions would seem to be able to overcome. However, promotions - especially in the case of responsible offers - can also lead to a shift in consumers' perceived benefits and sacrifices, and turn them away from these products. A study of the reactions of consumers (members of the Dealabs community) to offers proposed on this site dedicated to promotions helps answer this question.This study enriches existing work on perceived value by highlighting the perceived benefits and sacrifices specific to these offers: benefits and sacrifices for oneself and for the others, direct and indirect. It leads to the proposal of a model presenting the perception of the value of the offer, the influencing factors upstream and the positive and negative reactions that result from it, as well as avenues for future research.

Keywords: promotion; value; responsible; sustainability; benefits; sacrifices; fair trade products; food consumption; valeur; responsable; durabilité; bénéfices; produits équitables; consommation alimentaire (search for similar items in EconPapers)
Date: 2021-12-09
New Economics Papers: this item is included in nep-env
Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-03482039v1
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Published in 3 ème journée marketing et développement durable (JMDD), Dec 2021, Troyes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03482039

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