Background - The concept of fair trade is not recent following the academic literature as it has been around for many years. The connection between fair trade and how it impacts consumers purchase behaviour however is still unclear. Purpose - The purpose of this study is to expand understanding on the relationship between fair trade and the consumer purchase process. Design/methodology/approach - The four stage AIDA model has been selected to examine fair trade in consumer purchase behaviour. Furthermore the study has been quantitative and a questionnaire was used gathering 140 respondents. Findings - A clear correlation between the different AIDA stages were established and the influence of fair trade on the purchasing behaviour was somewhat explored. Despite no proven hypotheses, many respondents still agreed with the fair trade statements tested showing strong awareness and consideration towards the topic. The most notable facets included social and environmental factors. In addition it was established that even though labour rights are discussed regularly in media, no significant influence could be observed in any of the AIDA purchase stages. Research limitations/implications -The limitations of the study were the geographical constraints testing only one university in Sweden. This meant that the respondents did not come from different cultures and countries, potentially affecting the discussed results. In addition, should the study have been qualitative different insights may have been established. Practical implications -The results from this study is useful for Non Government Organisations (NGOs) that are trying to shift consumer behaviour towards considering more ethical aspects when purchasing clothes. Marketers may also benefit from this study knowing what stages of the decision making process are considered by consumers in respect of fair trade. Originality/value -This study is unique as it combines the fair trade concept with the AIDA model which has not yet been done. In addition it contributes to previous knowledge and research on fair trade connected to the purchase behaviour.