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How Green Marketing Works: Practices, Materialities, and Images

Journal article
Authors Christian Fuentes
Published in Scandinavian Journal of Management
Volume 31
Issue 2
Pages 192-205
ISSN 0956-5221
Publication year 2015
Published at Centre for Retailing
Centre for Business in Society
Centre for Consumer Science
Pages 192-205
Language en
Keywords Green marketing; Practice theory; Socio-material; Green consumption; Ethnographic method; Marketing-as-practice; Sustainability
Subject categories Business Administration


There are surprisingly few empirical studies of green marketing practices, and when such studies are carried out, they tend to take a simplistic approach. In this paper, the need to develop more complex and critical analyses of green marketing practices is addressed through the development of a practice theory approach to green marketing. Drawing on an ethnographic study of the Nordic Nature Shop, this paper explores the marketing of green outdoor products. Through various marketing practices, the Nordic Nature Shop presents the purchase and use of green outdoor products as a way to carry out outdoor practices while simultaneously protecting a fragile outdoors and thereby enabling consumers to be good both in and to nature. The analysis shows that not only are green products marketed through practices, but they are also marketed as practice-enablers, that is, tools in the accomplishment of environmentally problematic practices.

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