The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Greening Capitalism: Opportunities for a Green Commodity
Abstract
In this article, the authors argue that greater ecological enlightenment can be secured through capitalism by using the characteristics of commodity culture to further progress environmental goals. The authors reject both naive ecological romanticism and revolutionary idealism on the grounds that they fail to offer any pragmatic basis by which greater environmental responsibility can be achieved. Drawing on the now well-established theoretical tradition of post-Marxist cultural criticism, the authors offer a conceptual justification for the development and implementation of a green commodity discourse. For this to be achieved and implemented, prevailing paradigms regarding the structure, nature, and characteristics of capitalism must be revised. Marketing not only has the potential to contribute to the establishment of more sustainable forms of society but, as a principle agent in the operation and proliferation of commodity discourse, also has a considerable responsibility to do so.
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Citations
Cites
The Social Life of Things: Commodities in Cultural Perspective
(1986) · doi:10.1017/cbo9780511819582 · Cited by 6,267
Partnerships from cannibals with forks: The triple bottom line of 21st‐century business
Elkington, J. (1998) · Environmental Quality Management · doi:10.1002/tqem.3310080106 · Cited by 5,341 · cited 1×
“Such actions also correlate to what has been referred to as the “triple bottom line” (Elkington 1998; Brown 1998).”
BackgroundIntroduction: commodities and the politics of value
Appadurai, A. (1986) · The Social Life of Things · doi:10.1017/cbo9780511819582.003 · Cited by 4,001 · cited 2×
“Baudrillard and several other contemporary social commentators (e.g., Douglas and Isherwood 1996; Appadurai 1986; Gottdiener 1995) have consistently argued that it is necessary to focus more on the institutions and structures within culture that enable commodity relations to assume decisive…”
BackgroundReview and Critical Assessment of Research on Marketing and the Environment
Kilbourne, W. E., & Beckmann, S. C. (1998) · Journal of Marketing Management · doi:10.1362/026725798784867716 · Cited by 319
Green Advertising: Salvation or Oxymoron?
Kilbourne, W. E. (1995) · Journal of Advertising · doi:10.1080/00913367.1995.10673472 · Cited by 202
Cited by
Claudy, M. C., Peterson, M., & O’Driscoll, A. (2013) · Journal of Macromarketing · doi:10.1177/0276146713481605 · Cited by 447
Seeking sustainable futures in marketing and consumer research
Davies, I., Oates, C. J., Tynan, C., Carrigan, M., Casey, K., Heath, T., Henninger, C. E., Lichrou, M., McDonagh, P., McDonald, S., et al. (2020) · European Journal of Marketing · doi:10.1108/ejm-02-2019-0144 · Cited by 79
Metadata
- Authors
- Prothero, A., & Fitchett, J. A.
- Venue
- Journal of Macromarketing
- Publisher
- SAGE Publications
- Published
- 2000-06
- Volume
- 20
- Issue
- 1
- Pages
- 46-55
- ISSN
- 0276-1467 (ISSN-L)
- 1552-6534
- OpenAlex
- W2115093151
- Cited by
- 164
- References
- 5
- FWCI
- 1.25
- Type
- journal article
- Language
- en
- Open access
- closed
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- Prothero, A., & Fitchett, J. A. (2000). Greening Capitalism: Opportunities for a Green Commodity. Journal of Macromarketing. https://doi.org/10.1177/0276146700201005
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
