||Companies typically offer different variants of a product to address
many heterogeneous consumer needs. This involves improving, reducing, cor-
recting, or dismantling existing parts of a product, which is called versioning.
This also serves to capture the different willingness to pay of consumers. Ac-
cording to rational choice theory, consumers weigh benefits relative to their
costs in evaluating a product and generate the purchase decision. Consequently,
the production method should be irrelevant. The empirical evidence of this
study contradicts this thought. Based on Equity theory and Dual-Entitlement
theory, a quantitative survey has been carried out. In this context, the four
versioning methods were examined to determine whether they appear fair to
consumers and how/if they influence their purchasing decisions. The results
provide new insights for researchers from a theoretical and practical point of
view, e.g., price fairness, and ethical convictions have significant effects on
purchasing decisions. Finally, the paper gives some general implications and
recommendations for future research.