Tagbata, D.; Sirieix, L. - Unité Mixte de Recherche Marchés, Organisations, … - 2007
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 …