Cover Image

The Virtues of Green Marketing

This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable m...

Full description

Saved in:
Main Authors: Bengtson, Erik, Mossberg, Oskar
Format: Online
Language:English
Published: Springer Nature 2023
Subjects:
climate rhetoric
Sustainability
Greenwashing
qualitative analysis of communication
rhetorical studies
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSP Public relations
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing
thema EDItEUR::J Society and Social Sciences::JP Politics and government::JPA Political science and theory
Online Access:ONIX_20230714_9783031329791_36
Tags: Add Tag
No Tags, Be the first to tag this record!
Summary:This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy. The work explores the transformative power inherent in green promises and sets a vision of what green marketers should strive for. Engaging with selected research on organizational theory, the authors negotiate the conflicting paradigms of rhetorical theory and their relation to the study of corporate legitimation practices. The resulting theoretical framework provides an analytical scheme that can be useful in various disciplines – such as sociology, economics, law, marketing theory, and communication. It also illustrates how we can find new answers to contemporary challenges by re-imagining rhetoric. This is an open access book.

Similar Items