Prior research has emphasized remarkable differences between consumers intentions to consume ethically, and their actual purchasing behavior. The present master thesis applies a symbolic interactionist approach to contribute to the explanation of this gap. Therefore, the thesis examines the influence of social interactions on consumers intentions towards Fairtrade purchase. To generate a deeper insight into consumers social experiences, 11 semi-standardized interviews were conducted. Analysis of these interviews accents several influences on consumers Fairtrade purchasing behavior such as social drivers, additional drivers, social barriers and additional barriers. The results demonstrate that Fairtrade consumers are positively influenced by social interactions. Furthermore, the findings reveal that role expectations motivate consumers to purchase Fairtrade products. However, the findings imply that societal norms can also create barriers hindering ethical consumers to purchase Fairtrade products. In particular, this thesis suggests social confirmation as a moderator on ethical intention and behavior. In summary, the study provides new knowledge on influences on consumers intentions to consume ethically, with strong implications for practitioners to improve Fairtrade businesses influence on consumer purchasing decisions.