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

Florence de Ferran (), Blandine Labbé-Pinlon (), Cindy Lombart () and Didier Louis ()
Additional contact information
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

Post-Print from HAL

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.

Keywords: Fair trade; Sales promotion; Consumer behavior; Commerce équitable; Promotion des ventes; Comportement du consommateur (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Published in Revue management & avenir, 2014, 70, pp.87-109. ⟨10.3917/mav.070.0077⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01017275

DOI: 10.3917/mav.070.0077

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().