The Effects of Sales Promotions on Fair Trade Products

The growing consciousness of consumers about the ethical aspects of production and trade from the developing countries, as well as human welfare and especially of poor people and disadvantaged producers have turned consumers' attention to Fair trade products. However, the choice of Fair trade product is not always possible. Their price is higher than that of conventional ones, thus consumers are not always willing to pay a lot of money to purchase them. For this reason, in order to influence consumers and motivate them to buy Fair trade products, sales promotions can be offered. However, it should be kept in mind that price level is not the only factor that consumers take into account in order to purchase a Fair trade product, but also their values and specifically ethical orientation.