Communications of the IIMA


With the increased awareness of developed nations about social inequities in the world, fair trade has become in vogue. The Internet provides an opportunity for fair trade organizations (FTOs) to market their goods and take advantage of the desire of customers in developed nations to pay greater than free trade prices to reduce social inequities. FTOs, however, lack resources and knowledge to compete online against established retailers and/or branded products. We argue that through place branding FTOs can maximize their Internet retailing presence and expand their reach while increasing awareness of ethical consumerism. Free trade and place branding are reviewed and suggestions for the adoption of place branding online are discussed.