The influence of personal values on Fair Trade consumption

Few studies investigate the motives underlying the consumption of Fair Trade (FT) products, although the movement has grown substantially in the last decade. This study examines the influence of personal values on FT consumption using data collected from 268 Canadian consumers. Using an adapted version of the Rockeach list of values, three classes of values are identified: self-directed, equality and social justice, and power and social status. Using structural equation modeling, the study shows a positive and significant effect of equality and social justice values on FT consumption; a negative and significant effect of power and social status values on FT consumption; and no significant effect of self-directed values on FT consumption.