Understanding the Perceptions and Purchase Behavior of Pakistani Gen Z Towards Fair Trade Products

his study investigates the perceptions and purchase behavior of Pakistani Generation Z consumers toward Fair Trade (FT) products, addressing a significant gap in the literature given the limited research outside Western economies. The primary objective was to validate the determinants influencing these consumers' perceptions and purchase decisions regarding FT products. We proposed a theoretical framework contending that FT knowledge (FTK) would influence FT Beliefs (FTB) and experience (FTE), these will in turn affect the Attitude Towards FT (FTA), along with Subjective Norm (FTSN), and Moral Obligation (FTMO). These will ultimately affect FT Purchase Intentions (FTPI). The methodology adopted a post-positivist research paradigm, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) to determine the validity of the conceptual framework and the relationships between variables. The study also conducted a multi-group analysis to explore gender differences in ethical consumption behavior. A total of 350 participants were included in the demographic profile. Key findings reveal that Fair Trade knowledge significantly influences consumer beliefs and experiences. Positive initial experiences, particularly concerning product quality and availability, along with positive beliefs seem to have a positive effect on Attitude Towards FT (FTA), Subjective Norm (FTSN), and Moral Obligation (FTMO). The effect of Attitudes towards FT product purchase intentions is predominantly positive, driven by social consciousness and environmental awareness, with emotional connections playing a crucial role. Subjective norms, especially peer and family influence, significantly impact purchase intentions, with descriptive norms being more influential than injunctive norms. Moral obligation emerged as the strongest predictor of purchase intentions, highlighting the role of personal responsibility in addressing global inequalities. Significant gender differences were observed, with female consumers demonstrating stronger FT knowledge, more positive attitudes, higher moral obligation, and stronger purchase intentions than males. In conclusion, the proposed theoretical model effectively explains the fair trade consumption behavior of Pakistani Generation Z, emphasizing the multifaceted interplay of cognitive, experiential, and moral factors that vary across genders. These insights suggest the need for gender-differentiated marketing strategies to promote Fair Trade product adoption effectively.