What do purchasers of Fair Trade products want?

Abstract

Abstract Fair Trade is a trading partnership that seeks greater equity in international trade, and is backed by Fair Trade consumers who accept to pay an 'ethical price premium' to contribute to sustainable development in the South. The question 'What do purchasers of Fair Trade products want?' can be split into two questions. First, what do they want to 'say' with their choice? To answer this question, it is necessary to examine buying motives, but also barriers that may explain the gap between attitudes and actual behaviour. Fair Trade consumption can be seen as a solidarity-based commitment, since Fair Trade consumers' concerns mainly relate to the well-being of workers and farmers in developing countries. These motives are mainly linked to universal personal values, but are combined with other motives such as taste or quality, linked with self-oriented values. Besides, several barriers contribute to an explanation of the gap between positive attitudes towards Fair Trade and consumers' actual behaviour: lack of awareness, social norms, perceived behaviour control and perceived consumer efficiency, but also price and taste. The second question is 'What do purchasers of Fair Trade products want to purchase, and where?' If results from initial studies are confirmed, not all Fair Trade consumers may want the same product: for most of them, a double 'organic and Fair Trade' label may add value to the product, but for some consumers this double label can devalue Fair Trade products. Besides, not all consumers want the same distribution channels: those who pay attention to convenience and availability want to find Fair Trade products in supermarkets, but more committed consumers seem to prefer alternative Fair Trade shops. Finally, this literature review highlights the diversity of consumer profiles and desires and dilemmas affecting Fair Trade, and suggests some research issues for a better understanding of the Fair Trade consumers and Fair Trade movement perspectives.