The objective of this study is to investigate the effect of awareness, value, quality and convenience purchase intention of Fair Trade products among Malaysian. Since the poverty still retain the high rate, Fair Trade as a non-government organization intended to promote and improving the life of small growers and farmers and the low-cost labors through fair trade transaction.
This study is conducted due to Fair Trade products is only prevailed in developed countries but yet in developing countries includes Malaysia. Previous study indicates that consumer’s purchase intention would be affected by awareness, value, quality and convenience. Thus this research is to explore more on the relationship between the variables.
The finding of this study shows that the data are significantly having a relationship between awareness, value, quality, convenience with the consumer purchase intention. The hypotheses were accepted, thus consumers’ purchase intention in Fair Trade products would be influenced by the independent variables, and most of respondents are willing to purchase in the near future. Therefore, with the results obtained, Malaysia as a developing country, it could help to reduce the poverty rate for under developing and developing countries’ farmers and growers.