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Les effets des labels " bio " et " commerce équitable " sur le consentement à payer des chocolats

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  • Tagbata, D.
  • Sirieix, L.

Abstract

Previous research has extensively studied the gap between environmental or social concern, and behaviour. However, measuring environmental or social dimension valuation remains challenging. This paper therefore fills this gap by measuring fair trade and organic labels valuation, using an experimental method (BDM mechanism). Two "organic and fair trade" and two conventional chocolate products have been tested by 102 consumers (blind test and full products test). Results show that organic and fair trade labels increase consumers willingness to pay (WTP), and allow to identify three consumers clusters : in the first one, consumers do not value these labels; on the contrary, consumers' WTP for organic and fair trade products in the second segment is significantly higher than their WTP for conventional products. In the last segment, taste is the most important criterion, and there is an additional WTP for fair trade and organic label only if consumers like the product. Our research is a contribution to a better understanding of consumers' valuation of fair trade and organic label, leading to managerial proposals as regard to this market (importance of taste, usefulness of double labels). ...French Abstract : Cet article répond à la question théorique des liens entre préoccupations environnementales et sociales, et à la question pratique de l'intérêt du double label " bio-équitable ", en s'appuyant sur une expérimentation économique basée sur le principe des enchères (mécanisme BDM). Quatre chocolats (deux bio-équitables, deux conventionnels) ont été dégustés et les personnes interrogées ont donné leur consentements à payer (CAP) sur la base de la dégustation ou/et des labels. Les résultats montrent qu'à l'aveugle, les deux chocolats bio-équitables ne sont pas les plus appréciés, mais qu'ils ont les CAP les plus élevés lorsque les labels sont apparents. Cependant, trois segments de consommateurs réagissant différemment au label " bio-équitable " ont été identifiés : près de la moitié sont insensibles à la présence du label ; pour un deuxième segment, l'influence du label " bio-équitable " sur la valorisation des produits est positive et importante ; enfin, pour le troisième segment, la valorisation du label " bio-équitable " est conditionnée au goût du produit. Notre étude apporte des résultats intéressants qu'il conviendra de vérifier sur des échantillons représentatifs dans plusieurs pays : le label bio-équitable entraîne une valorisation des produits ; cependant, la sensibilité des consommateurs à ce label est variable et le marché de ces produits ne doit pas être sur-estimé. Par ailleurs, les efforts sur l'amélioration de la qualité des produits bio-équitables doivent être maintenus. Enfin, le couplage des labels " bio " et " équitable " sur un même produit entraîne une sous-additivité du CAP par rapport aux CAP des deux labels considérés séparément et la double labellisation ne doit donc pas être systématique.

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File URL: http://www1.montpellier.inra.fr/bartoli/moisa/bartoli/download/moisa2007_pdf/WP_2-2007.pdf
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Bibliographic Info

Paper provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, IRD - Montpellier, France in its series Working Papers MOISA with number 200702.

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Date of creation: 2007
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Handle: RePEc:umr:wpaper:200702

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Keywords: FAIR TRADE; ORGANIC PRODUCTS; LABELS; EXPERIMENTAL METHOD; WILLINGNESS TO PAY;

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  1. Combris, Pierre & Lecocq, Sebastien & Visser, Michael, 1997. "Estimation for a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?," Economic Journal, Royal Economic Society, vol. 107(441), pages 390-402, March.
  2. Noussair, C.N. & Ruffieux, B. & Robin , S., 2004. "Revealing consumers' willingness to pay: A comparison of the BDM mechanism and the vickrey auction," Open Access publications from Tilburg University urn:nbn:nl:ui:12-377937, Tilburg University.
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Cited by:
  1. Larceneux, Fabrice & Renaudin, Valérie, 2010. "Une analyse de l’efficacité des stratégies de labellisation pour les marques des enseignes," Economics Papers from University Paris Dauphine 123456789/5974, Paris Dauphine University.

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