Attractiveness and limits of a double "organic and fair trade" label for consumers

Apports et limites de la double labellisation bio et équitable pour les consommateurs

Didier Tagbata and Lucie Sirieix
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Didier Tagbata: UPHF - Université Polytechnique Hauts-de-France

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Abstract: This article addresses the question of the interest of a double label "organic and fair trade" for consumers by using a qualitative survey on fair trade coffee, and an experimentation on organic and fair trade chocolate based on a bidding principle (BDM mechanism). Our results show that the "organic and fair trade" label adds value to organic and fair trade products. However the sensitivity to this label varies across consumers, and the WTP for "organic and fair trade" products may be affected by the product's taste.

Keywords: LABEL; ORGANIC PRODUCT; FAIR TRADE PRODUCT; WILLINGNESS TO PAY; CHOCOLATE; FAIR TRADE COFFEE; TASTE (search for similar items in EconPapers)
Date: 2008
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Published in Économies et sociétés, 2008, 42 (11-12), pp.2127-2148

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Working Paper: Attractiveness and limits of a double "organic and fair trade" label for consumers (2008)
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