A critical review by De Pelsmacker, P.; Janssens, W.; Mielants, C. (2005): Consumer values ​​and fair trade beliefs, attitudes and purchasing behaviours. International review of public and non-profit marketing, vol. 2, n'2, pp. 50-69. Using the four dimensions of fair trade by De Pelsmacker, P.; Janssens, W.; Mielants, C. (2003), a survey was conducted in Belgium by the three authors and focused on consumer values ​​and fair trade beliefs, attitudes and purchasing behavior among 615 Belgians through a sampling frame of a market research agency responsible for the day-to-day purchase of groceries. This research aimed to identify the relationship between Belgian consumers' attitudes and purchasing behavior and those Belgian consumers' personal values ​​towards fair trade. The study shows that there is a notable positive signal regarding the general attitude of consumers or buyers towards fair trade, but the results of the quantity and quality of information and attitude towards the product, especially the price acceptance, were significantly less evident. To the extent that this is the case, this research has been descriptive and exploratory in that an explanatory model of fair trade consumer purchasing behavior can be identified and constructed based on the relevant behavior and attitude of consumers today . It will be possible for us to obtain the relative importance of each attitudinal factor in fair trade purchasing behavior. However, several potentially relevant causes were not taken into account. In this paper “Consumer values ​​and fair trade beliefs, attitudes and purchasing behaviours”, De Pelsmacker, P.; Janssens, W.; Mielants, C. (2005) state that the empirical research used to determine the factors of fair trade and ethical purchasing behavior... middle of paper... attempts to use one's purchasing power to bring a social change. Therefore, in this context, the socially conscious consumer is someone who "takes into account" the public consequences of his consumption and who "attempts" to bring about social change, but in reality the consumer has no obligation to do so, nor to mention your rights to prioritize the price, quality and value of products based on your preferences. All in all, this article is interesting, vividly presented and very comprehensive. It caught my attention as the way the researchers present the information and data was interesting and straight to the point. They provide tables in presenting their findings that allow us to see the “bigger picture” of the findings. However, we cannot deny that we found it difficult to argue with the points raised in this article.