Social preference theory highlights an alternative explanation for consumption choices that are not consistent with rational economic decision making. In the current research, social preference theorizing is advanced by highlighting consumers’ exposure to developing countries (international exposure) as a factor that increases disposition to support fairtrade. The study shows that internationally exposed consumers through direct and indirect means demonstrate social concern by engaging in fairtrade food purchasing behaviour. Managers employing social preference appeals could prioritise internationally exposed consumers and heighten perceptions of equality restoration for a global reference group. The results imply that fairtrade marketers and public policymakers should highlight the benefits of fairtrade products to promote global equity.