Research on Influencing Factors of Consumers' Fair Trade Product Purchase Behavior Based on Planned Behavior Theory

Poverty is an important issue related to the fate of mankind. Many developing countries in the world are facing the social status of poverty and inequality. Maintaining equity, advocating equity and promoting equity are the key to dealing with poverty. Fair trade covers both poverty eradication and green environmental protection. It is a feasible way to improve the terms of trade of developing countries and slow down the impoverished growth of developing countries. In the current context of economic integration and building a community with a shared future for mankind, the role of fair trade movement in global poverty alleviation has become the focus of academia and industry. This paper combines fair trade with consumers, uses the binary logit regression model, and empirically analyzes the purchase preference characteristics of Chinese consumers for fair trade products through the questionnaire survey issued by five provinces in China.