The well(s) of knowledge: the decoding of sustainability claims in the UK and in Greece.

Sustainability claims have existed on fast moving consumer goods (FMCGs) for over four decades and there is evidence that they are increasing. Research suggests that consumers have a low level of knowledge and understanding of such labels. It has been found that environmental and labelling knowledge may influence consumption behaviour but the findings so far have been inconsistent. Furthermore, the issue of knowledge and particularly sense making of the variety of claims found on FMCGs today is somewhat under researched. In this paper we investigate the types of knowledge consumers draw upon in order to decode and make sense of different types of labels across two countries. We carried out a qualitative study in the UK and Greece with 12 focus groups and utilised concepts of knowledge to investigate consumer decoding of labelling. We found that overall consumers have limited labelling knowledge and understanding even though their environmental knowledge may vary. This limited labelling knowledge makes consumers feel unsettled and unsure about their shopping decisions. Finally, we identified areas where consumers demonstrated limited knowledge and requested further information and education. This has important implications for companies, marketers, and policy makers if sustainability claims are to promote and support sustainable consumption

Stakeholder engagement in the city branding process

This paper explores perceptions of stakeholder engagement in the city branding process from the perspective of two post-industrial cities: Sheffield, UK and Essen, Germany. This qualitative research utilises a multi case study approach, which allowed for semi-structure interviews and semiotics to be used. Preliminary findings highlight that there are four stakeholder ‘levels’. Each of these stakeholder groupings is involved in the city branding process to some extend. Findings suggest that the degree of involvement strongly depends on the primary stakeholders, who are seen as key decision-makers in the branding process. These primary stakeholders select other stakeholders that ‘can’ be involved in the branding process. Although this may be beneficial it is vital to provide more opportunities and incorporate stakeholders that are willing to participate in the branding process. Alienating stakeholders may also lead to losing parts of an identity that is based on heritage. The focus is on two cities with a highly industrialised background, thus findings may not be applicable to cities without this heritage. The paper looks at both stakeholder engagement and city branding, thereby proposing four layers of stakeholder involvement in the city branding process

IMC, social media, and UK fashion micro-organisations

Purpose – This paper analyses the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach – Qualitative methodological tools including semistructured interviews, semiotics, Twitterfeed, and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings – The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs, and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications – This research focuses on five microorganisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications – Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value – This study investigates two under-researched areas; IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice