A new model to predict consumers' willingness to buy fair-trade products

The study aims to enrich the knowledge on the consumer’s decision-making process towards fair-trade products. Starting from Theory of Planned Behaviour and Norm Activation Theory basic assumptions, the systemic effect of awareness of consequences, emotional empathy, attitude and personal norms on purchase intention is considered. The empirical research builds on an online survey with a sample of 215 consumers. The proposed model was tested through structural equation modelling. Results showed a positive effect of attitude towards the product, personal norms and empathy on purchase intention. Personal norms were, in turn, influenced by awareness of consequences of fair practices and emotional empathy and positively impacted on attitude towards the product. The paper offers recommendations to governments, industries and non-profit organisations for better marketing and promoting fair trade products.