Socio-Economic Profiling of Fair Trade Product Consumers: A Case Study of Poland

The issue of ethical production and consumption has gained prominence alongside the growing globalisation of both production and consumption. This shift has transformed consumer purchasing behaviour, leading to increased demand for organic, green, and other ethical alternatives, such as Fair Trade products (FTPs). In an era of rampant consumerism, ethical considerations are often sidelined. However, amidst this consumer frenzy, a growing movement is emerging that prioritises fairness, sustainability, and social responsibility. At the heart of this movement are Fair Trade products, offering consumers the opportunity to make a positive impact with every purchase.

The Fair Trade movement is designed to support farmers and producers in the global South (developing countries) by ensuring fair compensation and securing their rights to production resources (WFTO, 2020). The main goal of the Fair Trade concept is to reduce global poverty by strengthening economic systems, particularly within the agricultural sector of developing countries. Fair Trade products (FTPs) are produced in a way that upholds environmental sustainability, minimises child labour, and encourages greater participation of women in the production process. By providing producers with access to ethical production channels, Fair Trade enables them to sell their products at prices above the conventional market price. This not only helps producers rise above the poverty line but also ensures a safe and ethical supply chain while equipping them with the resources needed to facilitate a smooth flow of goods and services (Fiedoruk, 2021).

Despite the positive message promoted by Fair Trade producers, the concept has not been fully embraced by consumers. As a result, understanding the profile and behaviour of FTP consumers is crucial for producers, intermediaries, and policymakers. The goal is not only to expand the market share of these products but also to ensure the long-term viability and sustainability of Fair Trade markets.

Product attributes and the attention to detail they receive are recognised as key factors in shaping consumer behaviour. Research by Boufous et al. (2023) and Xiong et al. (2018) highlights that several factors influence consumers' willingness to purchase products, including attributes such as product origin, production conditions, consumer benefits, and additional considerations like environmental protection, climate positivity, and animal welfare. These factors shape consumer perceptions and, in turn, impact their purchasing decisions. One important factor is how product details are communicated to potential buyers. Rihn (2016) found that greater attention to these details generally increases consumers' willingness to buy. However, no studies have focused on Fair Trade products.

This paper aims to examine the socio-economic characteristics of FTP consumers in Poland. We hypothesise that the socio-economic profiles of FTP consumers differ from those of non-FTP consumers. Additionally, we seek to determine whether FTP consumers' attention to product attributes differs from that of non-FTP consumers.

The novelty of this paper lies in its focus on a specific demographic area. The findings will serve as a foundation for experiments exploring the neural correlates of Fair Trade consumers. These results can inform effective communication strategies aimed at increasing the willingness to purchase FTPs in Poland. The following sections will outline the research methodology, review the literature on Fair Trade, and present the data analysis results.

A representative, random quota sample of adult Poles aged 18–65 was selected and statistically weighted according to criteria such as gender, age, residence size, voivodeship, and education level in accordance with data from the Central Statistical Office. The questionnaire was developed following a thorough review of the literature, and data collection was conducted through a Computer-Assisted Web Interview (CAWI) with an online panel of approximately 60,000 users. All respondents provided informed consent to participate in the study. A total sample size of 1,011 (N = 1,011) was obtained.

The initial phase of data analysis focused on assessing consumer awareness of Fair Trade Products (FTPs) in Poland, with a particular emphasis on comparing the socio-economic profiles of FTP and non-FTP consumers. Descriptive statistics were applied to both groups within the dataset, measuring characteristics such as age, gender, monthly income, place of residence, occupation, political views, and attention to product attributes. In the following steps, a correlation coefficient was calculated to examine the relationship between attention to product details and satisfaction with purchasing Fair Trade products. Product attributes were visualised using Excel, and the correlation measure was computed using SPSS.

According to A Charter of Fair Trade Principles:

Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers – especially in the South. Fair Trade Organizations, backed by consumers, are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade.

In 2001, FINE – an informal platform comprising four key umbrella organizations in Fair Trade (FLO, now known as Fairtrade International; IFAT, now known as World Fair Trade Organization; NEWS, formerly the Former Network of European World Shops; and EFTA, the European Fair Trade Associations of FT importers) – formulated a definition of Fair Trade that emphasises fairness in trading practices.

From a marketing and consumer behaviour perspective, Fair Trade markets remain relatively under-researched and less understood compared to mainstream markets (Golding and Peattie, 2005). The first notable study on Fair Trade product consumers was conducted in 2008. In her research, Sirieix (2008) raised the question: “What do purchasers of Fair Trade products want?” To address this, she designed a questionnaire to explore consumers' purchasing motives and the barriers that explain the gap between attitudes and actual behaviour. She focused on motives such as universal personal values, alongside factors like taste and quality, which are tied to self-oriented values. The study also examined barriers such as lack of awareness, social norms, perceived behaviour control, perceived consumer efficiency, price, and taste.

In addition, Chen et al. (2009) compared four strategies to promote Fair Trade products. They surveyed 100 college students, asking them to evaluate two campus sports celebrities on attractiveness, expertise, and trustworthiness and to assess how these qualities influenced their intention to purchase Fair Trade coffee. Castaldo et al. (2009) explored the relationship between consumer perceptions of a company's social orientation (specifically, a Fair Trade company) and consumers' intention to purchase products from that company. Using computer-aided telephone interviews (CATI), they collected 400 valid surveys (217 in Milan, and 183 in Florence, Italy).

Bezençon and Blili (2010) developed a tool to measure consumer involvement, the factors influencing it, and its impact on behaviours related to ethical product consumption, using Fair Trade as a case study. They employed a comprehensive questionnaire to assess all the relevant constructs and items. Boenning (2009) introduced the concept of Fair Trade, emphasising its goal of supporting marginalised producers and workers to achieve economic security and a decent standard of living. Kingsbury and Schultz (2010) noted an increase in the number of Fair Trade products but also pointed out that awareness of the Fair Trade movement remained relatively low, suggesting that increased awareness could drive further growth. Finally, Spendel (2010) critically examined the Fair Trade model, contrasting it with free trade and rebranding it as “just” trade.

The history of the Fair Trade movement and research in Poland is relatively recent. An informal coalition, “Fundacja Koalicja Sprawiedliwego Handlu,” began in 2009 when several NGOs and small businesses came together to promote ethical trade.

Today, Fairtrade Polska plays a pivotal role in developing Fair Trade by promoting Fairtrade-certified products, supporting Polish companies with Fairtrade certification, and raising consumer awareness through initiatives like the Fair Trade Communities campaign. The organisation also contributes to global education and advocacy activities, such as promoting sustainable public procurement (Fairtrade, 2018).

The use of Fair Trade products (FTPs) in Poland is steadily increasing. Current studies indicate that FTPs are becoming more popular among consumers, with growth expected to continue. In 2022, the net wholesale sales value of Fairtrade-certified products reached PLN 749 million, marking a 34% increase from 2020. This growth in sales reflects the rising demand for these products, highlighting the importance of Fair Trade as a key area of study (Fairtrade Polska: Raport 2022). Fair Trade agri-foods, such as coffee, bananas, chocolate, cocoa, sugar, and flowers, are the main products used in Poland. The two most important Fair Trade products in Poland are cocoa and coffee. Sales of cocoa, measured in kilograms, increased from 55,283 kg in 2015 to 5,383,085 kg in 2023, reflecting an 81% increase in sales from 2022 to 2023 (Fairtrade, 2025).

The formation of the informal Fair Trade coalition in Poland also sparked academic interest in the field of FTPs. Wielechowski and Roman (2012) identified main FTPs, such as bananas, cocoa, coffee, and cane sugar. Śmigielska et al. (2015) provided a detailed list of the benefits of the Fair Trade label, such as reduced transaction costs and improved product quality. They also discovered that, although small, there is a market niche for FTPs in Poland.

Teneta-Skwiercz (2016) evaluated the potential for Fair Trade market development in Poland. Woźniak (2016) conducted research on consumers in the Podkarpackie Voivodeship and found that knowledge of the Fair Trade label was relatively low, suggesting the need for ongoing promotion to raise awareness. Polynczuk-Alenius et al. (2017) discussed the moral dimensions, arguing that discourses of ‘solidarity through legitimation’ and ‘solidarity through affinity’ serve moral education, aiming to foster sustained commitment to supporting producers in the Global South.

Kulig-Moskwa et al. (2017) investigated consumer behaviour and identified three key motives for choosing FTPs: the appeal of innovative and trendy products, a willingness to try new products, and support for initiatives aimed at addressing social and environmental challenges.

Horodecka et al. (2019) distinguished the concept of Fair Trade from traditional economic values such as profit and utility maximisation, efficiency, and competition. Similarly, Śliwińska (2021) emphasised that Fair Trade markets ensure decent working conditions, while Fair Trade certifications guarantee product quality.

Zalega (2022) explored the consumption behaviour of young Polish singles in relation to sustainable consumption and the Fair Trade movement. The study found that while young Polish singles partially embrace the concept of sustainable consumption, some misinterpret its core principles. Additionally, the proportion of respondents who reported following sustainable consumption practices was notably higher among women, university graduates, and those residing in large urban areas.

Attention to detail is recognised as a key factor in consumer behaviour in both the Theory of Planned Behaviour (TPB) and The Theory of Consumption Values Perspective (TCV). TPB offers a framework for understanding how attention to product details may arise from consumers' attitudes, behavioural intentions, and behaviour. According to this theory, behaviour is shaped by relevant information or beliefs (Ajzen, 1991). In contrast, TCV focuses on the values influencing consumption choices, associating greater attention with higher product quality, which subsequently impacts consumption values (Pousa et al., 2014; Mason et al., 2023). These studies aim to test the applicability of these theories to Fair Trade products.

Consumers play a crucial role in promoting the Fair Trade concept. By purchasing Fair Trade products, consumers support agricultural producers in developing countries and advocate for better living conditions, equal trade practices, and sustainable food production. This study outlines the socio-economic profile of Fair Trade consumers in Poland. It reveals that only one-third of consumers have heard of Fair Trade products (FTPs), and just 16% can identify the Fair Trade logo. These findings suggest that awareness of Fair Trade remains low in Poland and needs to be increased. This is further supported by the limited impact of promotional campaigns, highlighting the need for stronger promotional efforts to raise awareness.

The results indicate that FTP consumers are generally younger, more educated, and earn higher incomes than non-FTP consumers. This contrasts with Dąbrowska et al. (2019), who found that Fair Trade products primarily appealed to older age groups (50–59 years old). However, studies from Greece, Belgium, and the Czech Republic report that younger or middle-aged individuals are more likely to purchase FTPs (Delistavrou et al., 2009; Pedregal, 2011; de Pelsmacker et al., 2005, 2006; Plavakova et al., 2017). This study suggests that younger consumers in Poland are increasingly interested in Fair Trade products. Similar to Fernández et al. (2024), this study shows that most FTP consumers have completed secondary education. Additionally, Zalega (2022) found that the Fair Trade idea is most popular among women (aged 30–34) with higher education.

Moreover, FTPs are more popular among the residents of large cities (more than 500,000), aligning with previous research (Dąbrowska et al., 2019; Zalega, 2022). Since a place of residence often influences social status, it may shape consumer behaviour – particularly when purchasing Fair Trade products serves as an expression of personal values (Ladhari et al., 2015). Our findings further indicate that FTP consumers are more economically active, while larger percentages of pensioners, unemployed individuals, or those not professionally active belong to the non-FTPs group. The correlation between higher income and FTPs consumption is also supported by Pedregal (2011), who found that higher-income individuals are more likely to purchase Fair Trade products, given their relatively higher price. Economic factors, such as income and pricing, remain key determinants of consumer behaviour despite other social and cultural influences (Szwacka-Mokrzycka et al., 2021).

Additionally, FTP consumers were more politically engaged than non-FTP consumers, with more than 72% expressing political views, compared to 60% of non-FTP consumers. This aligns with Usslepp et al. (2021), who found that political ideology influences Fair Trade purchasing decisions.

The study also confirms that FTP consumers exhibit greater social engagement and environmental awareness than non-FTP consumers (Dąbrowska et al., 2019). They are more likely to participate in social projects and volunteer work, as well as show higher concern for environmental issues. This is consistent with Beldad et al. (2018), who suggest that environmental awareness is a strong predictor of Fair Trade purchasing behaviour.

Moreover, FTP consumers pay closer attention to the product attributes, including composition, origin, brand, labelling and certification. The most significant gap between FTP consumers and non-FTP consumers was in their attention to product certification. This supports Ruggeri et al. (2020), who found that consumers value certification and are willing to pay a premium for certified Fair Trade products. Furthermore, greater attention to product details among FTP consumers is linked to higher satisfaction with their purchases, emphasising the importance of clear product information and certification.

In conclusion, FTP consumers differ significantly from non-FTP consumers in terms of demographics, purchasing behaviour, and social engagement. To improve Fair Trade awareness and increase adoption, promotional campaigns should be tailored to the specific profile of FTP consumers, emphasising social and environmental issues in a global context. Further research on behavioural and psychological factors influencing Fair Trade purchasing decisions would help deepen the understanding of this consumer segment.