Fair Trade: A gender-based perspective

Fair Trade: How Gender and Ethics Shape Consumer Choices

Kai Mendoza in Culture & Society June 2025 • 4 min read.

"Exploring the nuanced roles of women and men in ethical purchasing and fair trade's impact on consumer behavior."

In an era where consumers are increasingly conscious of their purchasing decisions, the concept of ethical consumption has taken center stage. At the forefront of this movement is fair trade, a system designed to ensure that producers in developing countries receive fair prices for their goods. This not only supports sustainable livelihoods but also empowers communities and fosters economic growth. But, are the choices equal between all genders?

Fair trade products, ranging from coffee and chocolate to clothing and crafts, appeal to consumers who prioritize moral considerations alongside quality and price. These shoppers, often referred to as "ethical consumers," actively seek out brands and products that align with their values, supporting companies committed to social and environmental responsibility. However, the dynamics of ethical consumption are complex, influenced by a myriad of factors including gender, personal values, and societal expectations.

New research dives into the roles that gender plays in what ethical products Dutch people are buying. It uses an extended theory of planned behavior (TPB) which includes moral obligation and self-identity, to better understand the factors that shape the decision to purchase Fair Trade products among consumers.

The Gender Divide in Ethical Consumption

Studies have long suggested that women and men approach ethical consumption differently. Women are often perceived as more sensitive, emotional, and less competitive, leading them to be more ethically inclined. This inclination manifests in various ways, from volunteering and charitable giving to actively seeking out fair trade products. But why is that?

From a young age, girls are encouraged to nurture relationships and empathize with others, while boys are often socialized to adhere to a different set of principles. These ingrained differences can affect decision-making processes, with women more likely to prioritize ethical considerations and social impact.

Higher Purchase Intention: Women often show a greater inclination to purchase fair trade goods.
Willingness to Pay More: They are frequently more prepared to spend extra on ethically sourced products.
Volunteer Spirit: Women participate more in volunteer work and charitable activities.
Community Minded: Often more community minded, ethical and considerate.

Despite these apparent differences, it's essential to recognize that men also play a significant role in the ethical consumption landscape. While women may be more predisposed to ethical purchasing, men's choices are influenced by a combination of factors, including social norms, personal values, and a desire to align with societal expectations. Moreover, men's ethical choices can stem from social expectations, personal values, and the desire to align with societal norms.

Moving Forward: Encouraging Ethical Choices

As the demand for fair trade products continues to grow, it's crucial to understand the factors driving consumer behavior. By recognizing the nuanced roles that gender, values, and social norms play in ethical consumption, businesses and policymakers can develop targeted strategies to promote sustainable shopping habits. Whether it's highlighting the social impact of fair trade or empowering consumers to make informed choices, collective action can pave the way for a more equitable and sustainable future.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1007/s10603-018-9384-1, Alternate LINK

Title: Determinants Of Fair Trade Product Purchase Intention Of Dutch Consumers According To The Extended Theory Of Planned Behaviour

Subject: Economics and Econometrics

Journal: Journal of Consumer Policy

Publisher: Springer Science and Business Media LLC

Authors: A. Beldad, S. Hegner

Published: 2018-08-25

Everything You Need To Know

What is fair trade, and why is it important for consumers to understand the system's principles?

Fair trade is a system designed to ensure producers in developing countries receive fair compensation for their goods, which supports sustainable livelihoods, empowers communities, and fosters economic growth. The system encompasses a wide range of products from coffee and chocolate to clothing and crafts, appealing to consumers who value moral considerations alongside quality and price. This system is important because it directly addresses economic inequalities and promotes ethical consumerism, allowing consumers to support businesses committed to social and environmental responsibility.

Who are "ethical consumers," and how does the extended theory of planned behavior (TPB) explain their purchasing decisions?

Ethical consumers are individuals who actively seek out brands and products that align with their values, supporting companies committed to social and environmental responsibility. The extended theory of planned behavior (TPB), which incorporates moral obligation and self-identity, helps in understanding the factors that drive these consumers to purchase Fair Trade products. This behavior is crucial for driving demand for ethically sourced products and encouraging more businesses to adopt fair trade practices.

How does gender influence ethical consumption, and what are some specific behaviors exhibited by women in the context of purchasing fair trade goods?

Studies suggest women are often more ethically inclined due to being perceived as more sensitive and empathetic. Socialization plays a role, as girls are often encouraged to nurture relationships, influencing their decision-making processes to prioritize ethical considerations and social impact more frequently than men. Women demonstrate this through a higher purchase intention for fair trade goods, a greater willingness to pay more for ethically sourced products, increased participation in volunteer work and charitable activities, and a stronger sense of community.

While studies suggest women are more predisposed to ethical purchasing, how do factors such as social norms and personal values influence men's choices in ethical consumption?

While women may be more predisposed to ethical purchasing, men's choices are influenced by social norms, personal values, and a desire to align with societal expectations. As the demand for fair trade products continues to grow, understanding these factors is crucial for encouraging broader ethical consumption. Highlighting the social impact of fair trade and empowering consumers to make informed choices are essential steps. Collective action, involving both men and women, can pave the way for a more equitable and sustainable future.

How can businesses and policymakers leverage the understanding of gender roles and ethical consumption to promote sustainable shopping habits effectively?

Businesses and policymakers can develop targeted strategies to promote sustainable shopping habits by recognizing the nuanced roles that gender, values, and social norms play in ethical consumption. For instance, marketing campaigns can be tailored to appeal to specific values that resonate with different genders. Promoting the social impact of Fair Trade through storytelling and transparency can also empower consumers to make informed choices. Additionally, creating educational programs to raise awareness about the benefits of ethical consumption can foster a broader understanding and commitment to sustainable practices.