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Fair trade represents one of the most influential social movement that encourages sustainability and ethical consumerism in the past 20 years. While fair trade movement of apparel products is rapidly expanding, there is a dearth of understanding about the characteristics of consumers who regularly purchase fair trade apparel products. The purpose of the study was, therefore, to explore whether demographics, ethical traits, and individual characteristics such as clothing involvement helpeddoi:10.22492/ijpbs.4.2.07 fatcat:3plreu7p3veopeyubac5yekedm