Retail fairness: Exploring consumer perceptions of fairness towards retailers’ marketing tactics

The concept of fairness has received great attention in consumer behavior research lately. However, the focus of these studies has mainly been the understanding of fairness in terms of pricing rather than exploring the consumers’ perceptions of fairness itself. This study explores the consumers’ perceptions of fairness as an outcome of a retailer’s marketing tactics. Based on 36 in-depth interviews this study submits a conceptualization of retail fairness from the consumers’ point-of-view. The concept of retail fairness constitutes of three dimensions and nine sub-dimensions, expanding our knowledge of the construct. The study posits a crucial link between increased honesty, ethical, and moral behavior and the understanding of retail fairness. Theoretical and managerial implications are discussed.