A critical review of De Pelsmacker, P.; Janssens, W.; Mielants, C. (2005): Consumer values ​​and beliefs, attitudes and purchasing behavior regarding fair trade. International Journal of Public and Nonprofit Marketing, Vol. 2, no. 2, pp. 50-69. Using the four dimensions of fair trade from De Pelsmacker, P.; Janssens, W.; Mielants, C. (2003), a survey was conducted in Belgium by the three authors and focused on consumer values ​​and beliefs, attitudes and purchasing behaviors regarding fair trade among 615 Belgians via the sampling frame of 'a market research agency responsible for the day. -daily purchase of groceries. This research aimed to identify the relationship between the attitudes and purchasing behavior of Belgian consumers and the personal values ​​of these Belgian consumers towards fair trade. The study shows that there is a remarkable positive sign regarding the overall attitude of consumers or buyers towards fair trade, but that the results in terms of quantity and quality of information and attitude towards products, in particular acceptance of price, are less obvious. To this extent, this research was descriptive and exploratory, because an explanatory model of consumer purchasing behavior in fair trade can be identified and built based on the foundations of relevant behavior and attitude of today's 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 have not been considered. In this article “Consumer values ​​and beliefs, attitudes and purchasing behavior regarding fair trade”, De Pelsmacker, P.; Janssens, W.; Mielants, C. (2005) assert that empirical research used to determine the drivers of fair and ethical purchasing behavior...... middle of article...... attempts to use its power to purchase to bring about social change. Therefore, in this context, the socially conscious consumer is someone who "considers" the public consequences of their consumption and "attempts" to bring about social change, but in reality the consumer has no obligation to to do it, nor to do it. mention its priority rights over the price, quality and value of the products according to its preferences. Overall, this article is interesting, vividly presented and very comprehensive. This caught my attention because the way the researchers presented the information and data was interesting and straight to the point. They provide tables to present their results, which allows us to get a “big picture” of the results. However, we cannot deny that it was difficult for us to challenge the arguments put forward in this article..