This study examines simultaneously the effect of personal, contextual, and product-related factors on purchasing behaviour of fair-trade products. The results show that people who perceive that their individual actions can make a difference and those who have positive attitudes toward environmentally friendly products are more likely to buy fair-trade products. People who perceive that these products are more expensive and those with larger families are less likely to be buyers. Findings provide marketing managers of fair-trade organizations valuable information on the characteristics of buyers. This can help them identify target segments, products attributes, and arguments for advertising and promotional campaigns.