Fair trade is a gradually evolving concept. The thesis objective is to figure out the factors that drive the purchases of fair trade products. The data base is a comprehensive consumer survey on fair trade consumption in the German market in 2016. A set of demographic variables and two value-based factors are included, all of which have been shown by previous literature to be relevant determinants. For the analysis an ordered logistic regression model is applied, with the frequency of fair trade purchases being the dependent variable. The results show that age, education, income, gender, quality and a clear conscience have a significant impact on a persons frequency of fair trade shopping.