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Fairtrade towns: A community based social marketing perspective in promoting ethical consumption

Samuel, Anthony ORCID: and Peattie, Kenneth ORCID: 2019. Fairtrade towns: A community based social marketing perspective in promoting ethical consumption. Presented at: Macromarketing Conference 2019, Cleveland, Ohio, USA, 26-29 June 2019. Proceedings of the Micromarketing Conference.

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Fairtrade is recognised as a major contributor to ethical food and drink consumption,particularly following the successful “mainstreaming” of fairtrade products and the associatedgrowth in sales volume. Mainstreaming however has created concerns about the potential overcommercialisationof the fairtrade movement and the associated risk of losing its ethicaldistinctiveness.This paper concerns Fairtrade Towns, which have been proposed both as an element ofmainstreaming, and as part of a new place-based developmental stage for Fairtrade. It drawson a Grounded Theory based study of Fairtrade Towns to explore them as a form ofcommunity-based social marketing that seeks to change consumption behaviours and toinfluence local social norms and institutions to support FT, whilst also aiming to preserve itsperceived ethical validity. This perspective helps to better understand the marketing dynamicsat work through a focus on the downstream and upstream components of efforts to extendFairtrade consumption and supply within participating towns, and the breadth of the socialrelationships and interactions that are harnessed to achieve this.

Item Type: Conference or Workshop Item (Paper)
Date Type: Published Online
Status: Published
Schools: Business (Including Economics)
Last Modified: 25 Oct 2023 06:19

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