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How green marketing works: Practices, materialities, and images

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  • Fuentes, Christian

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.

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  • Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    • Handle: RePEc:eee:scaman:v:31:y:2015:i:2:p:192-205
    DOI: 10.1016/j.scaman.2014.11.004
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    4. Arturas Kaklauskas & Edmundas Kazimieras Zavadskas & Bjoern Schuller & Natalija Lepkova & Gintautas Dzemyda & Jurate Sliogeriene & Olga Kurasova, 2020. "Customized ViNeRS Method for Video Neuro-Advertising of Green Housing," IJERPH, MDPI, vol. 17(7), pages 1-28, March.
    5. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn, 2017. "Green marketing orientation: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 80(C), pages 236-246.
    6. Chun-Yi Ho & Bi-Huei Tsai & Chiao-Shan Chen & Ming-Tsang Lu, 2021. "Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    7. Grace Ibe-enwo & Nicholas Igbudu & Zanete Garanti & Temitope Popoola, 2019. "Assessing the Relevance of Green Banking Practice on Bank Loyalty: The Mediating Effect of Green Image and Bank Trust," Sustainability, MDPI, vol. 11(17), pages 1-16, August.
    8. Corvellec, Hervé & Stål, Herman I., 2019. "Qualification as corporate activism: How Swedish apparel retailers attach circular fashion qualities to take-back systems," Scandinavian Journal of Management, Elsevier, vol. 35(3).
    9. Tom Dedeurwaerdere & Olivier De Schutter & E Mathijs & Marek Hudon & Sibylle Bui & Ionara Da Costa & Ana Alicia Dipierri & Paula Fernández-Wulff & Hélène Joachain & Tijtske Anna Zwart, 2018. "Food4Sustainability: Collective action for sustainable food systems in a changing climate: assessing social experimentations and policy innovations," ULB Institutional Repository 2013/317131, ULB -- Universite Libre de Bruxelles.
    10. Skackauskiene Ilona & Vilkaite-Vaitone Neringa, 2019. "Methodological Perspective of Evaluation of Green Marketing Performance," Economics and Business, Sciendo, vol. 33(1), pages 183-191, January.

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