Representation of Green Consumerism

Global warming has recently been pinpointed as an
urgent challenge for environmental policy-makers and
social marketers all over the world. In much of the
academic literature on the topic, problems and
solutions are conceptualized and framed in terms of
individual choice. Ecologically minded green
consumers are expected to function as a powerful
market force, pushing society toward sustainable
development.
This book problematizes such individualistic ideas
and sets out to rethink social marketing as a
scholarly project. It argues that the ways in which
consumers and consumption-related social problems are
typically conceptualized and framed in the literature
are inadequate for developing effective social
marketing interventions because they fail to account
for the cultural dynamics of marketplace activity.
Drawing on constructivist epistemologies and
poststructuralist social theory, the book builds an
alternative approach to the study of green
consumerism and consumers as targets of social
marketing interventions.
Overall, the book seeks to provoke discussion and
debate on the topic among marketing scholars as well
as environmental policy-makers and social marketing
practitioners.

Autorentext
Dr. Johanna Moisander works as a professor at Helsinki School of Economics, Department of Marketing and Management. Her research interests currently center on critical and cultural approaches to business research and qualitative research methodology.

Klappentext
Global warming has recently been pinpointed as an urgent challenge for environmental policy-makers and social marketers all over the world. In much of the academic literature on the topic, problems and solutions are conceptualized and framed in terms of individual choice. Ecologically minded green consumers are expected to function as a powerful market force, pushing society toward sustainable development. This book problematizes such individualistic ideas and sets out to rethink social marketing as a scholarly project. It argues that the ways in which consumers and consumption-related social problems are typically conceptualized and framed in the literature are inadequate for developing effective social marketing interventions because they fail to account for the cultural dynamics of marketplace activity. Drawing on constructivist epistemologies and poststructuralist social theory, the book builds an alternative approach to the study of green consumerism and consumers as targets of social marketing interventions. Overall, the book seeks to provoke discussion and debate on the topic among marketing scholars as well as environmental policy-makers and social marketing practitioners.