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Price Fairness in the Case of Green Products: Enterprises' Policies and Consumers' Perceptions

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  • Sihem Dekhili
  • Mohamed Akli Achabou

Abstract

This study investigates the extent to which prices of ecological products are fair. In particular, it explores the gap that can exist between the pricing policies adopted by enterprises and the consumers' price expectations in terms of fairness. The existing academic literature on sustainable consumption neglects this question. Findings from a qualitative investigation combining a consumer study and enterprise case studies show that managers' behaviors vary. While some enterprises take into account consumers' expectations and purchasing power to propose a fair price based on the value of the green product, others continue to adopt a pricing policy that is exclusively based on profitability and competition. The authors draw some business and academic implications. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.

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  • Sihem Dekhili & Mohamed Akli Achabou, 2013. "Price Fairness in the Case of Green Products: Enterprises' Policies and Consumers' Perceptions," Business Strategy and the Environment, Wiley Blackwell, vol. 22(8), pages 547-560, December.
    • Handle: RePEc:bla:bstrat:v:22:y:2013:i:8:p:547-560
    DOI: 10.1002/bse.1763
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    2. Torelli, Riccardo & Balluchi, Federica & Lazzini, Arianna, 2019. "Greenwashing and Environmental Communication: Effects on Stakeholders’ Perceptions," OSF Preprints 97vxn, Center for Open Science.
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    5. Chuang Li & Chen Li & Liping Wang, 2023. "The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification," Sustainability, MDPI, vol. 15(13), pages 1-27, June.
    6. Peter Seele & Lucia Gatti, 2017. "Greenwashing Revisited: In Search of a Typology and Accusation‐Based Definition Incorporating Legitimacy Strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 26(2), pages 239-252, February.
    7. Benjamin T. Hazen & Diane A. Mollenkopf & Yacan Wang, 2017. "Remanufacturing for the Circular Economy: An Examination of Consumer Switching Behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 451-464, May.
    8. The Anh Phan & Ngoc Bao Thi Pham, 2023. "Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy," SAGE Open, , vol. 13(4), pages 21582440231, November.
    9. Riccardo Torelli & Federica Balluchi & Arianna Lazzini, 2020. "Greenwashing and environmental communication: Effects on stakeholders' perceptions," Business Strategy and the Environment, Wiley Blackwell, vol. 29(2), pages 407-421, February.
    10. Phani Kumar Chintakayala & William Young & Ralf Barkemeyer & Michelle A. Morris, 2018. "Breaking niche sustainable products into the mainstream: Organic milk and free‐range eggs," Business Strategy and the Environment, Wiley Blackwell, vol. 27(7), pages 1039-1051, November.
    11. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.
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    13. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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