Dans un contexte de concurrence toujours exacerbée, la tarification par le revenue management (TRM) est devenue un outil stratégique pour les entreprises disposant de capacités contraintes. Cependant, en dépit de son intérêt considérable, des études montrent que la TRM fait l’objet de réactions mitigées de la part des consommateurs. L’objectif de cette recherche est de tester des leviers d’actions susceptibles de contribuer à réduire l’injustice perçue à l’égard de la TRM et ainsi, favoriser le consentement à payer (CAP). Deux échantillons quantitatifs (N1=325 ; N2=280) ont permis de valider les instruments de mesure des concepts mobilisés et tester deux modèles explicatifs de “fairness based pricing”. Les résultats montrent que l’équité et la transparence ont des effets individuels et d’interaction fort positifs sur la réduction des dimensions cognitives de l’injustice perçue et sur le renforcement du CAP. En revanche, les effets sur les dimensions affectives de l’injustice perçue ne sont pas validées dans les deux modèles testés.
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