Fair Trade is a form of trade in which producers are paid prices that are generally higher than world market prices. This concept aims to improve the living conditions of producers in third world countries and promote their development and progress. Fair Trade movement covers a wide range of products such as coffee, cocoa, sugar, bananas, honey, cotton, wine, fruit and flowers. A key characteristic of products bearing the Fairtrade label is that producers and companies meet international standards agreed upon by those involved in the system. These include compliance with working conditions, fair wages, environmental protection and social justice. The Fairtrade seal reassures consumers that the products they are buying have been produced in an ethical and sustainable manner. Fair Trade ensures that producers receive a fair price for their products, allowing them to live sustainably and invest in further development. It also emphasizes the importance of environmental protection and sustainable production methods to ensure the long-term well-being of communities and the planet. By promoting consumer awareness and changing the rules and practices of conventional international trade, Fair Trade creates opportunities for a more equitable and sustainable global trading system. The main objective of this research is to analyze the basic concept and principles of Fair Trade, which have not been sufficiently researched or clearly defined. Through this work, it is hoped to highlight the importance of Fair Trade as a sustainable approach that can significantly improve market conditions. The empirical part of the research focuses on analyzing the public's attitudes towards Fair Trade and their level of familiarity with the concept. The aim is to gain a deeper insight into the respondents' perception and knowledge of Fair Trade. The results of the research confirm the assumption that it is still an unknown and underutilized concept, as only half of the respondents are familiar with its meaning and concept.