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The current study investigates the significance and power of direct and indirect effects of values and attitudes on intention to buy fair trade products and on self-reported behaviors. Drawing on previous research, we selected three attitudinal measures – Consciousness for Fair Consumption, Environmental Concern, Moral Reasoning – and two categories of human values, Power and Universalism. Through a web-based survey conducted in Italy we collected data analyzed using Structural Equation Modeling. Results showed that Universalism exerted a positive indirect effect on buying fair traded products while Power exerted a negative effect. Therefore, according to Theory of Planned Behavior (Ajzen, 1991), the intention was the only direct antecedent of behavior.

Antecedents of Intention and Behavior Towards Fair Trade Products: A Study on Values and Attitudes in Italy