Overview
- Reveals how 'green' corporate rhetoric can be a force for good
- Offers an alternative view of what a marketer should strive for in terms of concrete rhetorical practice
- Offers analysis on the discussion of green marketing and greenwashing
- This book is open access, which means that you have free and unlimited access
Part of the book series: Rhetoric, Politics and Society (RPS)
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy. The work explores the transformative power inherent in green promises and sets a vision of what green marketers should strive for. Engaging with selected research on organizational theory, the authors negotiate the conflicting paradigms of rhetorical theory and their relation to the study of corporate legitimation practices. The resulting theoretical framework provides an analytical scheme that can be useful in various disciplines – such as sociology, economics, law, marketing theory, and communication. It also illustrates how we can find new answers to contemporary challenges by re-imagining rhetoric.
This is an open access book.
Authors and Affiliations
About the authors
Erik Bengtson is a scholar of rhetoric at Uppsala and Södertörn Universities, Sweden. He has published on the epistemology of rhetoric, rhetorical argumentation theory, and semiotics. Later, his research focus has shifted towards exploring the relations between capitalism and climate transition rhetoric.
Oskar Mossberg is a private law scholar at Uppsala University. He works at the intersection between law and rhetoric and is engaged in developing legal doctrine and methodology by drawing on other fields within the humanities and social sciences, including philosophy, hermeneutics, and rhetoric.
Bibliographic Information
Book Title: The Virtues of Green Marketing
Book Subtitle: A Constructive Take on Corporate Rhetoric
Authors: Erik Bengtson, Oskar Mossberg
Series Title: Rhetoric, Politics and Society
DOI: https://doi.org/10.1007/978-3-031-32979-1
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2023
Hardcover ISBN: 978-3-031-32978-4Published: 29 June 2023
eBook ISBN: 978-3-031-32979-1Published: 28 June 2023
Series ISSN: 2947-5147
Series E-ISSN: 2947-5155
Edition Number: 1
Number of Pages: XV, 163
Topics: Corporate Communication/Public Relations, Marketing, Political Science