Consumers’ behavioural responses to price promotions of organic products: an introspective pre-study and an online field experiment

Purpose While most marketing research on organic products refers to the premium price levels of products, little exists consumers’ behavioural responses promotions or discounts products. The present study aims fill this gap. Design/methodology/approach To develop alternative hypotheses about fast-moving consumer good (FMCG) authors used researcher-introspection method in a pre-study. test developed based pre-study, conducted field experiment online advertising an FMCG sold drugstores. In experiment, exposed consumers ad featuring either promotion (−20%) regular product. ads also varied terms whether they contained explicit claims not, and included implicit cues not. Findings increased clickthrough rate both when combined with claim cue green product pack. results suggest that do not have significant suspicions but rather presume is periodical promotional action, similar for conventional, non-organic Also, seem assume prices are so high retailer/manufacturer can well afford periodic discounts. Research limitations/implications shifts focus from effectiveness Further, contrast certain earlier studies questioned Practical implications different managers brands yet providing versions market, producing which cannot easily be rendered organic, offering market. Originality/value This is, best authors’ knowledge, first empirical including claims.