Selling fair-trade products can be problematic because of their higher price when compared with conventional alternatives. We propose that one way to solve this problem is to make consumers aware of the benefits of fair-trade. To this end, we perform three experimental studies to show that partitioned pricing (PP), which explicitly displays fair-trade as a separate price component, increases consumers’ purchase intention toward the fair-trade product. This effect can be explained by increased perceptions of price fairness, which itself is mediated through transparency (but only if an additional verbal justification of the fair-trade price component is present). In the absence of such a verbal justification, recalled prices instead of transparency explain the positive effect of PP on consumers’ purchase intentions. Interestingly, boundary conditions of this effect barely exist. Our incentive-aligned study illustrates that PP is associated with a 20% increase in purchases of fair-trade products. The results demonstrate an opportunity to increase the market share of fair-trade products, which increases social welfare and sustainability.

销售公平贸易产品可能会出现问题，因为与传统替代品相比，它们的价格更高。我们建议解决这个问题的一种方法是让消费者意识到公平贸易的好处。为此，我们进行了三项实验研究，以表明分区定价 (PP) 明确将公平贸易显示为单独的价格组成部分，增加了消费者对公平贸易产品的购买意愿。这种影响可以通过对价格公平性的认识增加来解释，这本身是通过透明度来调节的（但前提是存在公平贸易价格部分的额外口头理由）。在没有这样的口头理由的情况下，召回价格而不是透明度解释了 PP 对消费者购买意愿的积极影响。有趣的是，这种效应的边界条件几乎不存在。我们的激励相关研究表明，PP 与公平贸易产品购买量增加 20% 相关。结果表明有机会增加公平贸易产品的市场份额，从而增加社会福利和可持续性。