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Christian Fuentes.

Christian Fuentes

Professor

Christian Fuentes.

How Green Marketing Works: Practices, Materialities and Images

Författare

  • Christian Fuentes

Summary, in English

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.

Avdelning/ar

  • Institutionen för tjänstevetenskap

Publiceringsår

2015

Språk

Engelska

Sidor

192-205

Publikation/Tidskrift/Serie

Scandinavian Journal of Management

Volym

31

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Elsevier

Ämne

  • Other Social Sciences

Nyckelord

  • Green marketing
  • Practice theory
  • Socio-material
  • Green consumption
  • Ethnographic method
  • Marketing-as-practice
  • Sustainability

Aktiv

Published

ISBN/ISSN/Övrigt

  • ISSN: 0956-5221