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Neo-structuralist analysis of green-marketing discourse: interpreting hybrid car manufacturers and consumers

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journal contribution
posted on 11.08.2020, 00:52 by Djavlonbek Kadirov, RJ Varey
To explain inconsistent behaviour that is well documented in green-marketing and consumption, the authors develop the (neo)structuralist model of meaning co-creation that is based on the signifying practices of hybrid car manufacturers and consumers. The model reveals that market agents are recruited into a symbolic order that requires the perpetual reinforcement of self-opposing meanings as a condition for signification. The main problem of green practice is not the issue of market agents' authenticity/hypocrisy. Rather it represents a more interactive phenomenon - the common structure of meaning-creation - which silences important transformative action choices and thus defeats its own purpose. © 2013 Copyright Taylor and Francis Group, LLC.

History

Preferred citation

Kadirov, D. & Varey, R. J. (2013). Neo-structuralist analysis of green-marketing discourse: interpreting hybrid car manufacturers and consumers. Consumption Markets & Culture, 16(3), 266-289. https://doi.org/10.1080/10253866.2012.668367

Journal title

Consumption Markets & Culture

Volume

16

Issue

3

Publication date

01/09/2013

Pagination

266-289

Publisher

Routledge, Taylor & Francis Group

Publication status

Published

Contribution type

Article

Online publication date

09/03/2012

ISSN

1025-3866

eISSN

1477-223X

Language

en

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