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portada the myth of green marketing
Type
Physical Book
Author
Publisher
Language
English
Format
Paperback
Dimensions
22.9 x 15.2 x 1.4 cm
Weight
0.31 kg.
ISBN
0802080359
ISBN13
9780802080356
Categories

the myth of green marketing

Toby M. Smith (Author) · University of Toronto Press · Paperback

the myth of green marketing - Smith, Toby M.

New Book Imported to New Zealand
Delivery: 07 Jul - 14 Jul Shipping: 4 to 5 business days.
NZ$ 95.45
Import costs and 15% GST included in the price ✅
NZ$ 95.45

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Synopsis "the myth of green marketing"

In this groundbreaking study, Toby Smith analyses the role that social myths such as green marketing play in public understanding of the environmental crisis. This book introduces the concept of hegemony into environmental politics, using the concept to elucidate the political, economic, and social alliance that sustains our belief in industrial expansionism. The ecological crisis of the late twentieth century presents a challenge to the very foundations of this alliance. The hegemonic system reacts to a threat to its structure by producing social myths that provide a common sense understanding of the threat. Smith examines one such social myth, the contemporary phenomenon known as green marketing, and how it came to reinforce, rather than challenge, the ethics of productivism. By analysing green marketing as it relates primarily to the early 1990s corporate campaigns of companies such as McDonald's, Shell Chemicals, and Mobil Chemical Co., Smith demonstrates how these voices weave together an understanding of green consumerism using familiar language from economic and liberal democratic discourses. The Myth of Green Marketing is an original and important contribution to the field of environmental studies. As the first book on green marketing, it is sure to raise controversy with its unique discussion of the cultural and social aspects of environmental issues.

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