ANNOUNCEMENTS
Consumer’s intention to purchase is determined by a number of factors. These factors range from the complex elements of consumer behaviour to traditional aspects of price, quality and durability. This study uses “Theory of Planned Behaviour” along with premium price and functional attributes of Fairtrade clothing to determine the factors which affect consumers intention to purchase Fairtrade clothing. It also captures how these factors influence the intention to purchase. The study uses primary qualitative data and a synthesis of secondary literature to derive the results using the method of factor analysis. Final results suggest that all constructs derived from the “Theory of Planned Behaviour” (Attitude towards the Purchase of Fairtrade clothing , Social Norms Guiding the Purchase Intention and Perceived Behavioural Control) have a positive impact on the intention to purchase. Functional Attributes also has a positive impact on the intention to purchase. Premium Price of Fairtrade clothing is the only factor which has a negative impact on the intention to purchase. The findings of this study are useful for marketers, public policymakers or the producers who wish to promote wider use of Fairtrade clothing and foster the expansion of markets for more products like Fairtrade.
Key Words: Fairtrade Clothing, Intention to Purchase, Theory of Planned Behaviour, Premium Price
