Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee

What is it about?

Fair-trade is an alternative approach to trading with the goal of sustainable development and creating better opportunities for producers in developing countries. Fair-trade coffee represents the largest fair-trade product category. This research examines Generation Z’s purchase intention towards fair-trade coffee with the Theory of Reasoned Action framework. Data were collected with a convenience sample and analyses were conducted using Structural Equation Modeling. The research found a significant influence of knowledge of fair-trade towards product interest. Furthermore, general attitudes towards fair-trade had a significant influence on product interest, product likeability, and convenience. Lastly, product interest and subjective norms significantly influenced Generation Z’s purchase intentions towards fair-trade coffee.

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