Publication Date



This study examined gender differences in university students’ intentions to buy fair trade (FT) products through the lens of the moral-norm-extended theory of planned behaviour (TPB). Data were obtained from 782 students at the University of Luxemburg. Results of structural equation analysis indicated that the inclusion of moral norms increased the explained variance in behavioural intentions from 62% to 68%. Compared to men, women reported more favourable attitude, higher moral obligation, and stronger intentions toward buying FT products. Moderating analyses showed that the attitude–intentions relationship was stronger for men, whereas the perceived behavioural control–intentions relationship was stronger for women. The implications of the moderation analysis are that sustainability professionals seeking to encourage university students’ intentions to buy FT products should develop gender-targeted interventions: for men, more emphasis should be placed on attitude toward buying FT products (i.e., the advantages of adopting this behaviour), and for women, more emphasis should be placed on perceived behavioural control (e.g., factors that facilitate the purchase of FT products).


Institute for Positive Psychology and Education

Document Type

Open Access Journal Article

Access Rights

Open Access

Included in

Psychology Commons