Pricing policies and fair-trade practices are critical for sustaining commercial relationships between firms and customers. Nevertheless, in current business practices, fairness has been mistakenly reduced to a minimalistic ethic wherein justice only demands legal and explicit norms to which commercial parties voluntarily agree. Aimed at giving a different explanation of commercial agreements, this paper will introduce a Virtue Ethics (VE) explanation of the relationship between pricing and the common good by taking up classical concepts related to justice in commerce. In particular, we will explore three principles associated with the notion of fairness in commerce as defined in Neo-Aristotelian ethics towards a relationship between a common good and justice in pricing, i.e., proportionality, benevolence and well-being. To exemplify how these criteria of justice apply to decision-making in commercial practices, we will discuss several cases of fair and unfair commercial relationships.

定价政策和公平贸易做法对于维持公司与客户之间的商业关系至关重要。然而，在当前的商业实践中，公平被错误地简化为一种简约的伦理，其中正义只要求商业各方自愿同意的法律和明确规范。针对商业协议的不同解释，本文将通过引用与商业正义相关的经典概念来介绍对定价与共同利益之间关系的美德伦理 (VE) 解释。特别是，我们将探讨与新亚里士多德伦理学中定义的商业公平概念相关的三个原则，以解决共同利益与定价正义之间的关系，即比例性、仁慈和福祉。