FAIRTRADE TOWN INITIATIVE AS A MARKETING TOOL

Marcin Jasiñski ()
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Marcin Jasiñski: Czestochowa University of Technology, Faculty of Management

Polish Journal of Management Studies, 2012, vol. 5, issue 1, 262-273

Abstract: Fairtrade Town (FTT) campaign was initially launched in 2000 in English town of Garstand in order to promote Fairtrade products. After ten years of performing and more than 1000 places awarded with the title, FTT could now be perceived as beneficial not only to the disadvantaged producers from the underdeveloped countries, but also to the places themselves. The aim of this article is to present the FTT initiative as a marketing tool, which could affect the image of the places and give them additional value and distinctiveness in the eyes of different target markets, such as citizens, tourists or new residents. The article presents examples of how the FTT title can create additional value to the places and become a part of the city’s marketing message

Keywords: Fair Trade; Fairtrade Town; city marketing; destination image (search for similar items in EconPapers)
JEL-codes: R11 R50 (search for similar items in EconPapers)
Date: 2012
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