La valorisation de promotions-prix sur des produits équitables

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

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Abstract: 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.

Keywords: prix; promotion; produit équitable; commerce équitable; comportement du consommateur (search for similar items in EconPapers)
Date: 2013-01-01
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Published in Revue Française de Gestion, 2013, 39 (230), pp.153-168

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00825664

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