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    The Virtues of Green Marketing

    A Constructive Take on Corporate Rhetoric

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    Author(s)
    Bengtson, Erik
    Mossberg, Oskar
    Language
    English
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    Abstract
    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.
    URI
    https://library.oapen.org/handle/20.500.12657/63956
    Keywords
    climate rhetoric; Sustainability; Greenwashing; qualitative analysis of communication; rhetorical studies
    DOI
    10.1007/978-3-031-32979-1
    ISBN
    9783031329791, 9783031329784, 9783031329791
    Publisher
    Springer Nature
    Publisher website
    https://www.springernature.com/gp/products/books
    Publication date and place
    Cham, 2023
    Grantor
    • Uppsala Universitet - [...]
    Imprint
    Palgrave Macmillan
    Series
    Rhetoric, Politics and Society,
    Classification
    Public relations
    Sales and marketing
    Political science and theory
    Pages
    163
    Rights
    http://creativecommons.org/licenses/by/4.0/
    • Imported or submitted locally

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    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

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