The aesthetic turn in green marketing: Environmental consumer ethics of natural personal care products
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
Learn more about PhilPapers
Ethics and the Environment 9 (2):86-102 (2004)
: Green consumerism is on the rise in America, but its environmental effects are contested. Does green marketing contribute to the greening of American consciousness, or does it encourage corporate greenwashing? This tenuous ethical position means that eco-marketers must carefully frame their environmental products in a way that appeals to consumers with environmental ethics and buyers who consider natural products as well as conventional items. Thus, eco-marketing constructs a complicated ethical identity for the green consumer. Environmentally aware individuals are already guided by their personal ethics. In trying to attract new consumers, environmentally minded businesses attach an aesthetic quality to environmental goods. In an era where environmentalism is increasingly hip, what are the implications for an environmental ethics infused with a sense of aesthetics? This article analyzes the promotional materials of three companies that advertise their environmental consciousness: Burt's Bee's Inc., Tom's of Maine, Inc., and The Body Shop Inc. Responding to an increasing online shopping market, these companies make their promotional and marketing materials available online, and these web-based materials replicate their printed catalogs and indoor advertisements. As part of selling products to consumers based on a set of ideological values, these companies employ two specific discursive strategies to sell their products: they create enhanced notions of beauty by emphasizing the performance of their natural products, and thus infuse green consumerism with a unique environmental aesthetic. They also convey ideas of health through community values, which in turn enhances notions of personal health to include ecological well-being. This article explicates the ethical implications of a personal natural care discourse for eco-marketing strategies, and the significance of a green consumer aesthetic for environmental consciousness in general
|Keywords||No keywords specified (fix it)|
|Categories||categorize this paper)|
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
|Through your library|
References found in this work BETA
No references found.
Citations of this work BETA
No citations found.
Similar books and articles
Ching-Hsun Chang (2011). The Influence of Corporate Environmental Ethics on Competitive Advantage: The Mediation Role of Green Innovation. [REVIEW] Journal of Business Ethics 104 (3):361-370.
Joel J. Davis (1992). Ethics and Environmental Marketing. Journal of Business Ethics 11 (2):81 - 87.
Philemon Oyewole (2001). Social Costs of Environmental Justice Associated with the Practice of Green Marketing. Journal of Business Ethics 29 (3):239 - 251.
L. M. Benton (1995). Selling the Natural or Selling Out? Environmental Ethics 17 (1):3-22.
Sungchul Choi & Alex Ng (2011). Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses. Journal of Business Ethics 104 (2):269-282.
Steven Yearley (1991). The Green Case: A Sociology of Environmental Issues, Arguments, and Politics. Harpercollinsacademic.
Richard John Fairchild (2008). The Manufacturing Sector's Environmental Motives: A Game-Theoretic Analysis. [REVIEW] Journal of Business Ethics 79 (3):333 - 344.
Michelle Inness, Julian Barling, Keith Rogers & Nick Turner (2008). De-Marketing Tobacco Through Price Changes and Consumer Attempts Quit Smoking. Journal of Business Ethics 77 (4):405 - 416.
Suzeanne Benet, Robert E. Pitts & Michael LaTour (1993). The Appropriateness of Fear Appeal Use for Health Care Marketing to the Elderly: Is It OK to Scare Granny? [REVIEW] Journal of Business Ethics 12 (1):45 - 55.
Rosa Maria Dangelico & Devashish Pujari (2010). Mainstreaming Green Product Innovation: Why and How Companies Integrate Environmental Sustainability. [REVIEW] Journal of Business Ethics 95 (3):471 - 486.
Added to index2009-01-28
Total downloads57 ( #26,621 of 1,099,048 )
Recent downloads (6 months)38 ( #2,091 of 1,099,048 )
How can I increase my downloads?