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.