The present study explored whether reputational concerns have an effect on purchase intention for fair-trade food products among Japanese young adults. To manipulate reputation cues, we assessed consumers‟ intentions to purchase fair-trade food products under two different experimental situations: one was an observable condition, and the other was an anonymous condition. Results demonstrated that participants under the observable condition valuated fair trade higher than those under the anonymous condition. These phenomena suggest that ethical consumption, such as purchasing fair-trade foods, is influenced not only by an individual’s intrinsic motives for ethical issues but also by extrinsic social factors such as reputation-enhancing opportunities.