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The Virtues of Green Marketing : A Constructive Take on Corporate Rhetoric.

Bibliographic Details
Main Author: Bengtson, Erik.
Other Authors: Mossberg, Oskar.
Format: eBook
Language:English
Published: Cham : Springer International Publishing AG, 2023.
Edition:1st ed.
Series:Rhetoric, Politics and Society Series
Subjects:
Electronic books.
Online Access:Click to View
Table of Contents:
  • Intro
  • Prologue
  • Preface
  • Funding
  • Contents
  • Chapter 1: Introduction: A New Framework for Green Marketing
  • 1.1 Sins and Virtues
  • 1.2 Positioning and Some Key Concepts
  • 1.3 Overview of This Book
  • References
  • Chapter 2: A Constructive Turn: Toward Harnessing the Potential of Green Promises
  • References
  • Chapter 3: Institutional Theory and Green Legitimation
  • 3.1 Organizational Legitimacy
  • 3.2 The Institutional Paradigm
  • 3.3 Some Strategies for Gaining Legitimacy
  • References
  • Chapter 4: Attempts at Co-reading Institutional and Rhetorical Theory
  • 4.1 Further Correlating Legitimacy Theory and Ethos Analysis
  • 4.2 The Aristotelian Paradigm-Dominant Albeit Deficient
  • 4.3 Appearances, Doxa, and the Amorality of Rhetoric
  • References
  • Chapter 5: Revisiting the Rhetorical Tradition and Acquainting Ourselves with the  Virtuous Orator
  • 5.1 Isocrates: Rhetorical Action for the Civic Good
  • 5.2 Cicero on Harmonious Propriety, and Quintilian on Character Development
  • 5.3 Lessons from Classical Rhetoric
  • References
  • Chapter 6: From the Sins of Greenwashing to the Virtues of Green Marketing
  • 6.1 Taking Stock: The Traditional Virtues
  • 6.2 Developing the Scheme: Flipping the Sins
  • 6.3 Green Marketing as Climate Communication
  • References
  • Chapter 7: Some Implications for Law
  • 7.1 On Possible Venues for Legal Development
  • 7.2 Regulatory Development Is Only Part of the Solution
  • References
  • Chapter 8: The Framework of Virtue Critique
  • 8.1 Introduction
  • 8.2 Analytical Principles for Virtue Critique
  • 8.2.1 Principle 1-The Principle of Situationality
  • 8.2.2 Principle 2-The Principle of Multiple Motives
  • 8.2.3 Principle 3-The Principle of Multiple Effects
  • 8.2.4 Principle 4-The Principle of Multiple Audiences
  • 8.2.5 Principle 5-The Principle of Prudence and Transparency.
  • 8.3 Further Reflections on Audience Construction
  • References
  • Chapter 9: Exploring the Virtue Framework: Environmental Labels, Clean Clothes, and Green Energy Capitalism
  • 9.1 Putting the Framework to Use
  • 9.2 Ecolabels: The Strategies and Struggles of Standardization
  • 9.3 Clean Clothes, Circular Economy, and the Speed of Fashion
  • 9.4 Balanced Corporate Rhetoric: Challenges and Possibilities in Marketing Energy
  • References
  • Chapter 10: Green Marketing as Manifest Performance of Ethical Judgment
  • References
  • References
  • Index.

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