Abstract
This research focuses on a topic that has been little explored in the literature: the effect of price decomposition on consumer preference. The issue of transparency is particularly relevant in the case of sustainable products given the values of responsibility they convey. An empirical investigation, combining a dual qualitative and quantitative approach, was carried out on fair-trade chocolate. The results confirm that, while consumers are generally skeptical of high prices, breaking them down favors preference and thus tends to increase the acceptability of premium fair trade chocolates. In addition, a cluster analysis highlighted the role of prosocial values and experience with fair trade products in the preference for detailed price information.
Published Version
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