Fair trade is a term indicating alternative trading partnerships that sustainable development of suppliers in the third world. A growing number of people have been concerned about fair trade in current days. Ethical consumerism has accelerated this phenomenon. However, there is a serious problem in ethical consumerism. Even if ethical consumers have the intention to buy, this intention rarely connects to actual behavior. Moreover, values have a significant role in any attempt to understand consumer buying decisions. There have been only a few studies on which values lead consumers to choose fair trade products. The purpose of this study is to use the extended TPB model to examine what consumption values motivate consumers to buy fair trade products and how to reduce the gap between intention and behavior. An online survey was conducted to gather data. The Structure Equation Model (SEM) and moderated regression analysis were used to investigate the relationships. In the results, among consumption values, premium, perceived quality, and ethical value have positive relationships with implementation intention; intention-behavior gap was positively moderated by PBC and IAT results.