Fair Trade policy dates its roots in the time after the end of World War II as an answer to not respected workers´ rights and discriminatory wages which were insufficient for the basic human needs. The process was slowly expanding, both geographically and to other products and cultures and in the meantime first international organizations were founded to make all manufacturers come under one umbrella and to certify products with a unique sign which would be recognized on the market. The first product certified as “Fair” was coffee which is one of the top selling products nowadays. Besides coffee, in the last couple of decades the market has seen also certified bananas, tea, cocoa, coconut and lately the supply also includes beauty products and other non-alimentary products such as clothing, textile and other natural cloth. Most of the production is based in Sub-Saharan and tropical Africa as well as parts of Central and South America. Meanwhile, the major markets for Fair Trade products are highly developed European countries as United Kingdom, The Netherlands and Germany as well as The United States. Furthermore, market research was made on two markets, Croatia as the less developed one and Germany as fairly developed for these products. Their customer behavior and habits were analyzed as well as their stance on socially and environmentally responsible issues that are tightly connected to the Fair Trade as a whole. Even though their opinions regarding Fair Trade policy showed very similar results, their habits differ when it comes to frequency of buying and ways of informing about these products.