This study purported to (1) explore older female consumers' characteristics for purchasing FT non-food products, (2) identify personal values that affect older female consumers' attitudes toward FT non-food products, and (3) examine the differences in the impacts of personal values on attitudes between purchasers and non-purchasers of FT non-food products. Moral foundation theory, explaining the underpinning linkage between values and attitudes regarding social and moral aspects, works as the conceptual framework. Three values (conformity, benevolence, and universalism) played significant roles in forming consumer attitudes toward FT non-food products. The findings also suggest that it is important to market FT products to older female non-purchasers as a potential FT consumer group by emphasizing the benevolence-related value in FT, such as being honest, responsible, and helpful. Supporting the literature, the findings of this study can help develop marketing strategies appealing to the strong sense of moral responsibility among older consumers.