The main purpose of this study was to shed light on fair
trade coffee purchasers motives and values in general and
according to the retail store chosen. It showed that quite heterogeneous
motives and values determine these purchases:
• a desire for equality between humans and in human relationships
through the participation in alternative
economy;
• a desire for hedonism by the consumption of good
products;
• and, a wish to protect oneself and the environment.