Hybrid consumer activism in Fairtrade Towns: exploring digital consumer activism through spatiality

This paper aims to explore digital consumer activism through a spatial lens, in order understand how and place-based intersect interact. The empirical context is provided by Fairtrade Towns the UK, investigated netnographic methods. Three main spatialised tactics of emerged from analysis: emplacing space; territorialising ethical consumption; materialising activism. Building on these, we theorise hybrid as form whereby activists display belonging identity both physical ‘places’ draw boundaries around spaces consumption localised collective action, ties. study contributes existing scholarship taking into account placed dimensions questioning dichotomy between concept “hybrid activism”.