IDEAS home Printed from
   My bibliography  Save this article

Fairtrade Town Initiative As A Marketing Tool


  • Marcin Jasiñski

    () (Czestochowa University of Technology, Faculty of Management)


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

Suggested Citation

  • Marcin Jasiñski, 2012. "Fairtrade Town Initiative As A Marketing Tool," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 5(1), pages 262-273, June.
  • Handle: RePEc:pcz:journl:v:5:y:2012:i:1:p:262-273

    Download full text from publisher

    File URL:
    Download Restriction: no

    File URL:
    Download Restriction: no

    More about this item


    Fair Trade; Fairtrade Town; city marketing; destination image;

    JEL classification:

    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • R50 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - General


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pcz:journl:v:5:y:2012:i:1:p:262-273. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Paula Bajdor). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.