Table 1 Study overview
From: Increasing Consumers’ Purchase Intentions Toward Fair-Trade Products Through Partitioned Pricing
Setting | Study 1 | Study 2 | Study 3 | Study 4 | |
|---|---|---|---|---|---|
Hypothetical | Hypothetical | Hypothetical | Incentive-aligned | ||
Product category | Chocolate [branded], Banana [nonbranded] | Chocolate [branded] | Chocolate [branded], Banana [nonbranded] | Chocolate [branded] | Banana [non-branded] |
Currency | USD | EUR | EUR | EUR | EUR |
Total price conventional product | 2.49 [chocolate] 1.99 [banana] | 2.49 | 1.99 | 0.87 | 1.15 |
Price difference conventional vs. fair-trade (base: conventional product) | 20% | 20% | 10%, 20%, 30%, 40%, 50% | 48% | 9% |
Price format FT product | CP, PP | CP, PP | CP, PP | CP, PP | CP, PP |
Price format CV product | CP | CP, PP | CP | CP | CP |
If price format = PP: | |||||
Type of price component FT product | Fair-trade | Tax, fair-trade, tax + fair-trade | Fair-trade | Fair-trade | Fair-trade |
Benefit communication FT price component | Label only | Verbal | Verbal | Label only | Label only |
Type of price component CV product | n.a | Tax | n.a | n.a | n.a |
Arithmetic of FT price component | USD vs. % | EUR | EUR | 10% in EUR, 20% in %, 33% in EUR | 8% in %, 10% in %, 20% in EUR |
Magnitude of FT price component [base: FT] | 10%, 17%, 20% | 17% | Equals price differences: 18.3%, 16.7%, 15.04%, 14.3%, 13.4% | ||
Number of conditions | 14 | 8 | 20 | 4 | 4 |
Test of hypotheses | H1 (✓), H2 (✓), H3 (x), H4 (x) | H1 (✓) | H1 (✓), H2 (✓), H3 (✓), H4 (✓) | H1 (x) | H1 (✓) |
Main and interaction effects according to manipulated moderators | Product category × price format (FT) Arithmetic, magnitude Arithmetic × price format (FT) Magnitude × price format (FT) | Product category × price format (FT) Price difference Price difference × price format (FT) Price difference × product category | |||
Additional interaction effects | Purchase frequency × price format (FT) | Purchase frequency × price format (FT) | Purchase frequency × price format (FT) Price difference × income | ||