Balin purchases fair trade cocoa out of concern for workers' rights and environmental sustainability. He could purchase cocoa of equal quality at a lower price.
Behavioral economists would consider Balin's purchase:

a) unusual in that it demonstrates concern for others.
b) purely self-interested but motivated by something other than his financial well-being.
c) as evidence that Balin is not acting purely in his self-interest.
d) a bad decision because it ignores important information that could improve Balin's well-being.