Placing an ethical brand: the fairtrade towns movement

Peattie, Kenneth ORCID: https://orcid.org/0000-0003-3969-0531 and Samuel, Anthony ORCID: https://orcid.org/0000-0002-4483-4600 2021. Placing an ethical brand: the fairtrade towns movement. Journal of Marketing Management 37 (15-16) , pp. 1490-1513. 10.1080/0267257X.2021.1913215

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Abstract

This study explores the relatively new potential of places to ethically enhance their branding through accreditation under the Fairtrade Towns (FTT) scheme. It presents insights from a qualitative study of marketing practices across eleven UK FTTs, focussing on the activists who establish these initiatives to facilitate and promote FT consumption within their communities. FTT accreditation is revealed as a grassroots local branding initiative that can work symbiotically with the place brand through connections to other fundamental aspects of a place’s identity and character, or even by playing a “redemptive” role. FTT status encourages a less introspective approach to place branding by connecting with distant producer communities and encouraging tourists and residents to reconsider their consumption in the context of the socio-environmental realities of global supply chains.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Taylor & Francis (Routledge)
ISSN:	0267-257X
Date of First Compliant Deposit:	6 April 2021
Date of Acceptance:	29 March 2021
Last Modified:	02 May 2023 16:50
URI:	https://orca.cardiff.ac.uk/id/eprint/140311

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