Research on fair trade consumption—A review

Abstract

Research on individual Fair Trade (FT) consumption is characterized by a primary reliance on social psychological frameworks, particularly the Theory of Planned Behavior, to analyze consumer attitudes and motivations. While economic approaches measuring willingness to pay and sociological perspectives on consumer identity exist, they represent a smaller portion of the literature. Empirical evidence stems from a balanced mix of experimental, qualitative, and survey methods, yet these often depend on convenience or purposive samples from the United Kingdom and the United States, limiting the generalizability of findings. Current scholarship faces significant challenges regarding narrow theoretical scope, potential hypothetical bias, and social desirability effects in survey data. Advancing the field requires a shift toward multiple-motives and multiple-methods research designs. Integrating competing theories helps identify the core behavioral determinants of ethical consumption, while the combined use of field experiments and cross-country surveys enhances causal inference and accounts for the influence of diverse market structures and cultural contexts on individual purchasing patterns. – AI-generated abstract.