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Företagsmoral möter klimatneutral : en kritisk diskursanalys av "Netto Noll Klimatavtryck"

Romu, Kalindi LU (2019) HEKK03 20192
Human Ecology
Abstract
In our time we are well aware of the anthropogenic induced effects of climate change. We as consumers have a choice every time we eat a meal. Is it locally produced and organic or was it flown in from the other side of the world? Food industries are well aware that being ”green” is something that more and more consumers are striving for. If a company offers a climate friendly product to a reasonable price, chances are that people will buy it.

This essay uses a case study approach to understand a dairy company’s marketing as climate neutral and its use of climate compensation. With a critical discourse analysis, the aim is to find certain themes used in a specific Swedish context, where a dairy company will benefit of marketing their... (More)
In our time we are well aware of the anthropogenic induced effects of climate change. We as consumers have a choice every time we eat a meal. Is it locally produced and organic or was it flown in from the other side of the world? Food industries are well aware that being ”green” is something that more and more consumers are striving for. If a company offers a climate friendly product to a reasonable price, chances are that people will buy it.

This essay uses a case study approach to understand a dairy company’s marketing as climate neutral and its use of climate compensation. With a critical discourse analysis, the aim is to find certain themes used in a specific Swedish context, where a dairy company will benefit of marketing their products as climate neutral.

The result was that the company used specific words such as farmer, our responsibility and ecological to justify the dairy industry. The company connected its sustainability work to broader discourses of climate change and claiming that natures’ resilience will benefit from cow’s pastures. At a structural level, climate compensation fits in a market-based logic as well as values of “Swedishness”. This supported the company’s claim that their ecological products are climate neutral even though they are not. The real environmental effect is not accounted for. (Less)
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author
Romu, Kalindi LU
supervisor
organization
course
HEKK03 20192
year
type
M2 - Bachelor Degree
subject
keywords
Climate compensation, climate neutral, critical discourse analysis, dairy industry, “Netto Noll Klimatavtryck”, sustainable
language
Swedish
id
9000479
date added to LUP
2020-06-24 12:57:42
date last changed
2020-10-26 16:01:54
@misc{9000479,
  abstract     = {In our time we are well aware of the anthropogenic induced effects of climate change. We as consumers have a choice every time we eat a meal. Is it locally produced and organic or was it flown in from the other side of the world? Food industries are well aware that being ”green” is something that more and more consumers are striving for. If a company offers a climate friendly product to a reasonable price, chances are that people will buy it.

This essay uses a case study approach to understand a dairy company’s marketing as climate neutral and its use of climate compensation. With a critical discourse analysis, the aim is to find certain themes used in a specific Swedish context, where a dairy company will benefit of marketing their products as climate neutral.

The result was that the company used specific words such as farmer, our responsibility and ecological to justify the dairy industry. The company connected its sustainability work to broader discourses of climate change and claiming that natures’ resilience will benefit from cow’s pastures. At a structural level, climate compensation fits in a market-based logic as well as values of “Swedishness”. This supported the company’s claim that their ecological products are climate neutral even though they are not. The real environmental effect is not accounted for.},
  author       = {Romu, Kalindi},
  keyword      = {Climate compensation,climate neutral,critical discourse analysis,dairy industry,“Netto Noll Klimatavtryck”,sustainable},
  language     = {swe},
  note         = {Student Paper},
  title        = {Företagsmoral möter klimatneutral : en kritisk diskursanalys av "Netto Noll Klimatavtryck"},
  year         = {2019},
}