How Green Marketing Works: Practices, Materialities and Images
(2015) In Scandinavian Journal of Management 31(2). p.192-205- Abstract
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/4937115
- author
- Fuentes, Christian LU
- organization
- publishing date
- 2015
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Green marketing, Practice theory, Socio-material, Green consumption, Ethnographic method, Marketing-as-practice, Sustainability
- in
- Scandinavian Journal of Management
- volume
- 31
- issue
- 2
- pages
- 192 - 205
- publisher
- Elsevier
- external identifiers
-
- wos:000355895200003
- scopus:84929285399
- ISSN
- 0956-5221
- DOI
- 10.1016/j.scaman.2014.11.004
- language
- English
- LU publication?
- yes
- id
- 966f356b-3d94-4ded-b67d-b95a91b74cf7 (old id 4937115)
- alternative location
- http://www.sciencedirect.com/science/article/pii/S0956522114001328
- date added to LUP
- 2016-04-01 11:13:16
- date last changed
- 2023-01-02 19:33:38
@article{966f356b-3d94-4ded-b67d-b95a91b74cf7,
abstract = {{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.}},
author = {{Fuentes, Christian}},
issn = {{0956-5221}},
keywords = {{Green marketing; Practice theory; Socio-material; Green consumption; Ethnographic method; Marketing-as-practice; Sustainability}},
language = {{eng}},
number = {{2}},
pages = {{192--205}},
publisher = {{Elsevier}},
series = {{Scandinavian Journal of Management}},
title = {{How Green Marketing Works: Practices, Materialities and Images}},
url = {{https://lup.lub.lu.se/search/files/2482678/5469500.pdf}},
doi = {{10.1016/j.scaman.2014.11.004}},
volume = {{31}},
year = {{2015}},
}