Based on an integrative theoretical framework, Patrick Schenk examines the motives behind the purchase of fair trade products and the influence of different forms of social embedding on this consumption practice. The results show that the purchasing decision is directly determined by normative beliefs and perceived restrictions. These action determinants can in turn be explained by values, social structural position, and the availability of fair trade products. The contribution highlights the insights gained from a perspective that understands the purchase of fair trade products as a result of the interplay between individual beliefs and social context.