Les consommateurs perçoivent-ils le prix des produits du commerce équitable comme étant juste ?

Sihem Dekhili, Mantiaba Coulibaly () and Ivan Dufeu ()
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Sihem Dekhili: EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Mantiaba Coulibaly: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Ivan Dufeu: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: The principle of fair price constitutes an important fundament of fair trade (FT) since its origins. In the literature, this question is generally evoked from the perspective of producers, with the researcher's point of view: are they correctly paid for their work ? The present research, which used interviews with French consumers, proposes to explore the price fairness from their point of view : does the price paid for FT products is considered fair for them ? Based on the theory of Fairness, we observed that the individuals, in their perception of fairness related to the price, don't mobilize comparative mechanism. They often use speeches which are based on the principles of the distributive justice according to Aristote with an emphasis on the price and margin distribution in the FT product chains. In this context, the perception of the fairness related to the price is conditioned by the confidence level given to the organizations operating in these chains.

Keywords: fair price; consumers’ perception; trust; fair trade products; theory of fairness; théorie du Fairness; produits équitables; prix juste; perception des consommateurs; confiance (search for similar items in EconPapers)
Date: 2017-05-15
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-02794183v1
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Published in Décisions Marketing, 2017, 85, pp.83-100. ⟨10.7193/DM.085.83.100⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02794183

DOI: 10.7193/DM.085.83.100

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