Scales of justice balancing fair trade products with generic products, symbolizing ethical consumer choices.

Do Ethics Sell? Unlocking the Fair Trade Consumer Code

Nico Varela in Culture & Society August 2025 • 4 min read.

"A deep dive into the values and gender dynamics shaping purchasing decisions in the ethical marketplace."

In today's world, consumers are increasingly aware of the impact of their purchasing decisions. They're not just looking for the best price or the most convenient option; they're also considering the ethical implications of their choices. This heightened awareness has fueled the growth of the fair trade market, where consumers actively seek products that align with their values and support fair labor practices.

Fair trade products, often carrying a premium price tag, present an interesting dilemma for consumers. Are they willing to pay more to support ethical practices, or will their concerns about societal and environmental issues take a back seat to monetary considerations and self-interest? This question has spurred significant academic interest in understanding the factors that drive consumers to choose fair trade products.

A recent study delved into the minds of Dutch consumers to uncover the key determinants of fair trade product purchase intention. By applying an extended version of the Theory of Planned Behavior (TPB), researchers explored how factors like moral obligation, self-identity, and gender influence the decision to buy fair trade. The findings offer valuable insights into the complex interplay of values and motivations that shape ethical consumer behavior.

What Drives Fair Trade Choices? The Key Factors Unveiled

Scales of justice balancing fair trade products with generic products, symbolizing ethical consumer choices.

The study's foundation rests on the Theory of Planned Behavior (TPB), a widely used framework for understanding human behavior. TPB posits that a person's intention to perform a behavior is influenced by their attitude toward the behavior, subjective norms (perceived social pressure), and perceived behavioral control (belief in one's ability to perform the behavior).

However, the researchers extended the traditional TPB model by incorporating two additional factors: moral obligation and self-identity. Moral obligation refers to an individual's sense of personal responsibility to act ethically, while self-identity reflects the extent to which a person sees themselves as an ethical consumer.

Attitude: A positive attitude toward buying fair trade products increases purchase intention.
Subjective Norms: The perception that others support buying fair trade products positively influences intention.
Perceived Behavioral Control: Believing one has the resources and ability to buy fair trade products boosts intention.
Moral Obligation: A strong sense of moral duty to support fair trade increases purchase intention.
Self-Identity: Seeing oneself as an ethical consumer strengthens the desire to buy fair trade products.

The study confirmed the significant roles of moral obligation and self-identity. Both male and female consumers' intention to purchase fair trade products were strongly influenced by their sense of moral duty and their self-perception as ethical consumers. These findings highlight the importance of appealing to consumers' values and sense of identity when marketing fair trade products.

The Gender Factor: How Men and Women Differ in Their Ethical Choices

While moral obligation and self-identity emerged as key drivers for both genders, the study also revealed interesting gender differences in fair trade purchasing behavior. The impact of subjective norms, or the perceived social pressure to buy fair trade, was statistically significant for male consumers only. This suggests that men are more likely to be influenced by what their peers and social circles expect of them when making ethical purchasing decisions.

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Everything You Need To Know

What is the Theory of Planned Behavior (TPB) and how does it relate to fair trade product purchases?

The Theory of Planned Behavior (TPB) is a framework used to understand human behavior, including purchasing decisions. It suggests that a person's intention to perform a behavior, like buying fair trade products, is influenced by their attitude toward the behavior, subjective norms (perceived social pressure), and perceived behavioral control (belief in one's ability to perform the behavior). In the context of fair trade, a positive attitude toward these products, the perception that others support buying them, and the belief in one's ability to buy them all increase the likelihood of purchase. The study extended the TPB model by incorporating moral obligation and self-identity to provide further insights into fair trade product purchases.

How does moral obligation impact a consumer's decision to buy fair trade products?

Moral obligation, an individual's sense of personal responsibility to act ethically, plays a significant role in influencing fair trade product purchases. The study found that a strong sense of moral duty to support fair trade practices increases the intention to buy these products. This means consumers who feel a personal responsibility to act ethically are more likely to choose fair trade options, highlighting the importance of appealing to consumers' values when marketing fair trade products.

What is self-identity and how does it affect ethical consumer behavior?

Self-identity, the extent to which a person sees themselves as an ethical consumer, significantly influences their purchasing decisions. The study showed that individuals who perceive themselves as ethical consumers are more inclined to buy fair trade products. This suggests that consumers' self-perception aligns with their buying habits. When individuals identify as ethical consumers, they are more likely to choose products that reflect their values, such as fair trade items, which aligns their actions with their self-image.

Are there gender differences in fair trade purchasing behavior, and if so, what are they?

Yes, the study revealed gender differences in fair trade purchasing behavior. While both men and women were influenced by moral obligation and self-identity, the impact of subjective norms (perceived social pressure) was statistically significant only for male consumers. This suggests that men are more likely to be influenced by what their peers and social circles expect of them when making ethical purchasing decisions, while women may be influenced by other factors to a greater extent, like a stronger sense of moral obligation or personal values. The study shows that the perceived social pressure from peers or social circles is an important influence for men in deciding to buy fair trade products.

Besides price, what are the key factors that drive consumers to choose fair trade products?

Besides price, the key factors driving consumers to choose fair trade products are moral obligation and self-identity. Consumers who feel a strong moral duty to support fair trade practices and those who see themselves as ethical consumers are more likely to purchase these products. These factors highlight the importance of appealing to consumers' values and sense of identity. Additionally, subjective norms influence men's purchasing choices, indicating that the perception of social support for buying fair trade products also plays a role in their decision-making process.