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oapen-20.500.12657-639562023-07-15T02:48:16Z The Virtues of Green Marketing Bengtson, Erik Mossberg, Oskar climate rhetoric Sustainability Greenwashing qualitative analysis of communication rhetorical studies bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing::KJSP Public relations bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing bic Book Industry Communication::J Society & social sciences::JP Politics & government::JPA Political science & theory 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. 2023-07-14T15:43:10Z 2023-07-14T15:43:10Z 2023 book ONIX_20230714_9783031329791_36 9783031329791 9783031329784 https://library.oapen.org/handle/20.500.12657/63956 eng Rhetoric, Politics and Society application/pdf n/a 978-3-031-32979-1.pdf https://link.springer.com/978-3-031-32979-1 Springer Nature Palgrave Macmillan 10.1007/978-3-031-32979-1 10.1007/978-3-031-32979-1 6c6992af-b843-4f46-859c-f6e9998e40d5 8cdaec7c-855c-462a-a7ec-40efd079522d 9783031329791 9783031329784 Palgrave Macmillan 163 Cham [...] Uppsala Universitet Uppsala University open access
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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.
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