The Virtues of Green Marketing: A Constructive Take on Corporate Rhetoric

Bengtson, Erik; Mossberg, Oskar

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2023-06-29

Format: Hardcover

ISBN-13: 9783031329784

DOI: 10.1007/978-3-031-32979-1

Dimensions: 210.0cm x148.0cm

Pages: 163.0