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

As globalisation accelerates, ethical production and consumption have gained increasing importance, reshaping consumer behaviour, particularly around 2020. An increasing number of consumers are turning to organic, green, and other ethical alternatives, such as Fair Trade products (FTPs). FTPs are produced under fair conditions, prioritising environmental sustainability, reducing child labour, and increasing women's participation in production. Fair Trade also empowers producers by providing ethical production channels and enabling them to sell at premium prices, although higher costs often limit demand. This study examines the socio-economic profile of FTP consumers in Poland and explores whether their attention to product attributes differs from that of non-FTP consumers. A survey conducted on a representative, random quota sample of 1,011 adult Poles revealed that FTP consumers tend to be more economically active, socially and environmentally conscious and politically aware than non-FTP consumers. Furthermore, they place greater emphasis on product attributes such as composition, origin, brand, labelling, and certification. This heightened attention to detail contributes to greater satisfaction in purchasing Fair Trade products.