دانلود رایگان مقاله چگونه بازاریابی سبز کار می کند: اقدامات، مادیات، و تصاویر

Summary

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 practicesis 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 showsthat not only are green products marketed through practices, butthey are also marketed as practice-enablers, that is, tools in the accomplishment of environmentally problematic practices.

Conclusions

This paper develops a practice theory approach to green marketing and presents an empirically grounded of the practices involved in a specific case of green marketing. The analysis presented shows that green marketing is, at least sometimes, carried out through a complex set of marketing practices such as the practices of window dressing, decorating, and trail making. These practices were shown to be complex and heterogeneous, encompassing both discursive and material elements.