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Research objectives This research examines the benefits and costs perceived by consumers of price-promotions on responsible food offerings and the subsequent impact on their attitude toward promotion and purchase intent. Methodology A qualitative study analyzed the reactions of members of the Dealabs community (site dedicated to promotions) to special offers and promotions on responsible products. It shows perceived collective environmental and societal costs/benefits that lead respectively to indirect personal costs and benefits: psychological cost and a warm glow feeling. A model was proposed and tested by a quantitative study using an online questionnaire with a sample of 300 French consumers who were asked for their reactions to a promotional offer for organic and fair trade rice. Results The effects of perceived environmental and societal costs/benefits on the consumers’ attitude toward promotion and purchase intent are mediated by psychological cost and the warm glow feeling. Moreover, the influence of the warm glow feeling is stronger than that of the indirect psychological costs. Managerial implications For all the actors involved in these offers the interest lies in knowing the impact that these promotions have on one of the main sources of responsible purchasing, namely the feeling of doing good. This study thus provides additional elements to mobilize promotional techniques without degrading this benefit nor, ultimately, the intentions to purchase responsible products. Originality This is the first study to take into account indirect benefits and costs perceived by consumers, in particular the sense of doing the right thing, which plays a major role in explaining attitudes toward price promotion.