IDEAS home Printed from https://ideas.repec.org/p/umr/wpaper/200702.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.

Suggested Citation

  • Tagbata, D. & Sirieix, L., 2007. "Les effets des labels " bio " et " commerce équitable " sur le consentement à payer des chocolats," Working Papers MoISA 200702, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
    • Handle: RePEc:umr:wpaper:200702
    as

    Download full text from publisher

    File URL: http://www1.montpellier.inra.fr/bartoli/moisa/bartoli/download/moisa2007_pdf/WP_2-2007.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Noussair, Charles & Robin, Stephane & Ruffieux, Bernard, 2004. "Revealing consumers' willingness-to-pay: A comparison of the BDM mechanism and the Vickrey auction," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 725-741, December.
    2. 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.
    3. Lucie Sirieix, 1999. "La consommation alimentaire : Problématiques, approches et voies de recherche," Post-Print hal-02018491, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:dau:papers:123456789/5974 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tasoff, Joshua & Letzler, Robert, 2014. "Everyone believes in redemption: Nudges and overoptimism in costly task completion," Journal of Economic Behavior & Organization, Elsevier, vol. 107(PA), pages 107-122.
    2. Franziska Voelckner, 2006. "An empirical comparison of methods for measuring consumers’ willingness to pay," Marketing Letters, Springer, vol. 17(2), pages 137-149, April.
    3. Ay, Jean-Sauveur & Le Gallo, Julie, 2021. "The Signaling Values of Nested Wine Names," Working Papers 321851, American Association of Wine Economists.
    4. Silva,Joana C. G. & Morgandi,Matteo & Levin,Victoria, 2016. "Trust in government and support for redistribution," Policy Research Working Paper Series 7675, The World Bank.
    5. Jones, Gregory V. & Storchmann, Karl-Heinz, 2001. "Wine market prices and investment under uncertainty: an econometric model for Bordeaux Crus Classes," Agricultural Economics, Blackwell, vol. 26(2), pages 115-133, November.
    6. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    7. Marie-Eve Laporte & Géraldine Michel & Sophie Rieunier, 2017. "Towards a better understanding of eating behaviour through the concept of Perception of Nutritional Risk," Post-Print halshs-02923251, HAL.
    8. Vincent Hoang & Takao Iida & Shigeru Matsumoto & Natsuki Watanabe & Clevo Wilson, 2016. "Consumer’s comparison between local and imported organic products: a hedonic analysis of the Japanese table wine market," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 6(3), pages 405-415, December.
    9. Ivanova-Stenzel, Radosveta & Seres, Gyula, 2021. "Are strategies anchored?," European Economic Review, Elsevier, vol. 135(C).
    10. Mahenc, Philippe & Meunier, Valérie, 2006. "Early Sales of Bordeaux grands crus," Journal of Wine Economics, Cambridge University Press, vol. 1(1), pages 57-74, April.
    11. Meyer, Andrew G., 2015. "The impacts of elicitation mechanism and reward size on estimated rates of time preference," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 132-148.
    12. Breitmoser, Yves & Schweighofer-Kodritsch, Sebastian, 2019. "Obviousness around the clock," Discussion Papers, Research Unit: Market Behavior SP II 2019-203, WZB Berlin Social Science Center.
    13. Laurent Denant-Boemont & Enrico Diecidue & Olivier l’Haridon, 2017. "Patience and time consistency in collective decisions," Experimental Economics, Springer;Economic Science Association, vol. 20(1), pages 181-208, March.
    14. Mérel, Pierre & Ortiz-Bobea, Ariel & Paroissien, Emmanuel, 2021. "How big is the “lemons” problem? Historical evidence from French wines," European Economic Review, Elsevier, vol. 138(C).
    15. Sylvain Prado, 2009. "The European used-car market at a glance: Hedonic resale price valuation in automotive leasing industry," Working Papers hal-04140873, HAL.
    16. Giraud-Héraud, Eric & Surry, Yves, 2001. "Les réponses de la recherche aux nouveaux enjeux de l’économie viti-vinicole," Cahiers d'Economie et de Sociologie Rurales (CESR), Institut National de la Recherche Agronomique (INRA), vol. 60, pages 1-5.
    17. Nadia A Streletskaya & Jura Liaukonyte & Harry M Kaiser, 2019. "Absence labels: How does information about production practices impact consumer demand?," PLOS ONE, Public Library of Science, vol. 14(6), pages 1-18, June.
    18. Richard Carew & Wojciech J. Florkowski, 2010. "The Importance of Geographic Wine Appellations: Hedonic Pricing of Burgundy Wines in the British Columbia Wine Market," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(1), pages 93-108, March.
    19. Ali, Héla Hadj & Lecocq, Sébastien & Visser, Michael, 2010. "The Impact of Gurus: Parker Grades and en primeur Wine Prices," Journal of Wine Economics, Cambridge University Press, vol. 5(1), pages 22-39, April.
    20. Piermassimo Pavese, 2007. "Hedonic Housing Price Indices: The Turinese Experience," Rivista di Politica Economica, SIPI Spa, vol. 97(6), pages 113-148, November-.

    More about this item

    Keywords

    FAIR TRADE; ORGANIC PRODUCTS; LABELS; EXPERIMENTAL METHOD; WILLINGNESS TO PAY;
    All these keywords.

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q20 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:umr:wpaper:200702. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Isabelle Perez (email available below). General contact details of provider: https://edirc.repec.org/data/moisafr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.