Motivations for Fairtrade Purchases: Comparing Developed and Developing Nations using Means-End Chain Analysis

Abstract

Fairtrade, an initiative designed to promote greater equity in international trade, aims to pursue global expansion. To support this growth, particularly through marketing strategies in both developed and developing economies, it is critical to understand the motivations driving consumer purchases. Although previous research has explored Fairtrade purchasing motivations, there is a need for updated insights that reflect evolving consumer values. Additionally, there remains a notable gap in motivation-focused Fairtrade research within developing countries, alongside limited comparative analyses examining how motivations for ethical consumption vary across contexts. This study addresses these gaps through a qualitative means-end chain (MEC) analysis of Fairtrade purchasing motivations among South African consumers, with findings compared to Germany consumers. In total, 21 laddering interviews were conducted in South Africa, and secondary data was used for German consumers. The analysis revealed two key similarities across context, namely; a shared emphasis on environmental protection and social justice. However, distinct motivational patterns also emerged. South African participants prioritized animal welfare, support for farmers, doing the right thing, and trust. In contrast, German consumers expressed values such as experiencing a good feeling and supporting alternative business models. By offering a cross-cultural comparison of consumer values, this study contributes to the literature on ethical consumption and provides insights relevant for Fairtrade marketers and brands operating across diverse socio-economic contexts.