Till sidans topp

Sidansvarig: Webbredaktion
Sidan uppdaterades: 2012-09-11 15:12

Tipsa en vän
Utskriftsversion

Green Materialities: Mark… - Göteborgs universitet Till startsida
Webbkarta
Till innehåll Läs mer om hur kakor används på gu.se

Green Materialities: Marketing and the socio-material construction of green products

Artikel i vetenskaplig tidskrift
Författare Christian Fuentes
Publicerad i Business Strategy and the Environment
Volym 23
Nummer/häfte 2
Sidor 106-115
ISSN 0964-4733
Publiceringsår 2014
Publicerad vid
Sidor 106-115
Språk en
Ämnesord green marketing; material; critical; practice theory; environmental management; sustainability
Ämneskategorier Företagsekonomi

Sammanfattning

Green products are becoming part of contemporary consumer cultures and part of everyday life. But how are green products constructed? What kind of green products are constructed? And what happens as these green products are constructed? The aim of this paper is to contribute a socio-cultural and critical understanding of green marketing by exploring and illustrating how marketing practices work to construct green products as meaningful material-symbolic artefacts in practice. Departing from an understanding of marketing as practice I analyse how a green outdoor product - a t-shirt - was constructed as green through the marketing practices of the Nordic Nature Shops. Focusing on this retail corporation and examining the practices of trail making, attending and selling, it is suggested that these t-shirts become green through a process of socio-material inscription. Through marketing practices green moral is generated and linked to the t-shirts potentially making them desirable consumption objects to be used in the construction of consumers green identities. However, this process of green making is a difficult accomplishment with ambiguous outcomes. While the tendency to inscribe commercial products with morality can be interpreted as an indication of the development of a more ethically reflective consumer culture, it can also be argued to lead to the commercialization of morality.

Sidansvarig: Webbredaktion|Sidan uppdaterades: 2012-09-11
Dela:

På Göteborgs universitet använder vi kakor (cookies) för att webbplatsen ska fungera på ett bra sätt för dig. Genom att surfa vidare godkänner du att vi använder kakor.  Vad är kakor?