@article{1469429,
      recid = {1469429},
      author = {Bengtson, Erik, and Mossberg, Oskar,},
      title = {The virtues of green marketing : a constructive take on  corporate rhetoric /},
      pages = {1 online resource (xv, 163 pages).},
      abstract = {This open access book explores the idea that corporate  rhetoric can be a force for good. In developing a new  framework for analysis and discussion of green marketing,  the authors argue that corporate environmental rhetoric can  be harnessed to contribute to climate transition and a more  sustainable market economy. The work explores the  transformative power inherent in green promises and sets a  vision of what green marketers should strive for. Engaging  with selected research on organizational theory, the  authors negotiate the conflicting paradigms of rhetorical  theory and their relation to the study of corporate  legitimation practices. The resulting theoretical framework  provides an analytical scheme that can be useful in various  disciplines – such as sociology, economics, law, marketing  theory, and communication. It also illustrates how we can  find new answers to contemporary challenges by re-imagining  rhetoric. This is an open access book. Erik Bengtson is a  scholar of rhetoric at Uppsala and Södertörn Universities,  Sweden. He has published on the epistemology of rhetoric,  rhetorical argumentation theory, and semiotics. Later, his  research focus has shifted towards exploring the relations  between capitalism and climate transition rhetoric. Oskar  Mossberg is a private law scholar at Uppsala University. He  works at the intersection between law and rhetoric and is  engaged in developing legal doctrine and methodology by  drawing on other fields within the humanities and social  sciences, including philosophy, hermeneutics, and  rhetoric.},
      url = {http://library.usi.edu/record/1469429},
      doi = {https://doi.org/10.1007/978-3-031-32979-1},
}