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

• Superior document: Rhetoric, Politics and Society Series
• Author: Bengtson, Erik.
• TeilnehmendeR: Mossberg, Oskar.
• Place / Publishing House: Cham : : Springer International Publishing AG,, 2023.; ©2023.
• Year of Publication: 2023
• Edition: 1st ed.
• Language: English
• Series: Rhetoric, Politics and Society Series
• Physical Description: 1 online resource (173 pages)

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.