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How Green Marketing Works: Practices, Materialities and Images

Fuentes, Christian LU (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)
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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, 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
2015-01-19 17:21:40
date last changed
2017-10-22 03:31:21
@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},
  keyword      = {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          = {http://dx.doi.org/10.1016/j.scaman.2014.11.004},
  volume       = {31},
  year         = {2015},
}