Consumers willingness to pay for fair trade and organic products - INRAE - Institut national de recherche pour l’agriculture, l’alimentation et l’environnement Access content directly
Conference Papers Year : 2008

Consumers willingness to pay for fair trade and organic products

Consentement à payer des consommateurs pour les produits biologiques et équitables

Abstract

Previous research has extensively studied consumer’s environmental and social concerns. However, measuring the value of the environmental or social dimension of a product remains a challenge. This paper proposes to partially fill this gap by measuring the double ‘Fair Trade and organic’ labels’ value using an experimental method – the Becker- DeGroot-Marschak’s mechanism. Two ‘organic and Fair Trade’ and two conventional chocolate products were tested on a sample of 102 consumers. Results show that organic and Fair Trade labels increase consumers’ willingness to pay, and allow the identification of three consumers clusters. The first cluster represents people insensitive to the label. For the second cluster, the ‘organic and Fair Trade’ labels’ influence on the improving image of the products is positive and important. And finally, for the third cluster, the valuation of the ‘organic and Fair Trade’ label is determined by the product’s taste. Our research contributes to a better understanding of consumers’ valuation of Fair Trade and organic labels, leading to our conclusions, which offer managerial implications with respect to this market (importance of taste and usefulness of double labels).
No file

Dates and versions

hal-02758001 , version 1 (04-06-2020)

Identifiers

  • HAL Id : hal-02758001 , version 1
  • PRODINRA : 32898

Cite

Didier Tagbata, Lucie Sirieix. Consumers willingness to pay for fair trade and organic products. 2. Scientific conference of ISOFAR, Jun 2008, Modena, Italy. ⟨hal-02758001⟩
20 View
0 Download

Share

Gmail Facebook X LinkedIn More