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

Fuentes, Christian LU (2014) In Business Strategy and the Environment 23(2). p.105-116
Abstract
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... (More)
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 (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Green marketing, practice theory, socio-material, green consumption: ethnographic method, Marketing-as-Practice
in
Business Strategy and the Environment
volume
23
issue
2
pages
105 - 116
publisher
John Wiley & Sons
external identifiers
  • wos:000331604500003
  • scopus:84894249862
ISSN
1099-0836
DOI
10.1002/bse.1768
language
English
LU publication?
yes
id
e7833e2b-e4fc-43ee-b8c5-5971aeb5aecd (old id 3232332)
date added to LUP
2012-12-13 16:18:31
date last changed
2017-10-29 03:00:14
@article{e7833e2b-e4fc-43ee-b8c5-5971aeb5aecd,
  abstract     = {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?<br/><br>
<br/><br>
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.<br/><br>
<br/><br>
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},
  author       = {Fuentes, Christian},
  issn         = {1099-0836},
  keyword      = {Green marketing,practice theory,socio-material,green consumption: ethnographic method,Marketing-as-Practice},
  language     = {eng},
  number       = {2},
  pages        = {105--116},
  publisher    = {John Wiley & Sons},
  series       = {Business Strategy and the Environment},
  title        = {Green Materialities: Marketing and the socio-material construction of green products},
  url          = {http://dx.doi.org/10.1002/bse.1768},
  volume       = {23},
  year         = {2014},
}