The Aesthetic Turn in Green Marketing: Environmental Consumer Ethics of Natural Personal Care Products
The Aesthetic Turn in Green Marketing: Environmental Consumer Ethics of Natural Personal Care Products
复制标题
绿色营销的审美转向：天然个人护理产品的环境消费者伦理
DOI：
10.2979/ete.2004.9.2.86
复制
发表时间：
2004
影响因子：
0.4
通讯作者：
A. Todd
中科院分区：
文献类型：
--
作者：
A. Todd
绿色消费主义正在美国兴起，但其对环境的影响却备受争议。绿色营销是否有助于美国意识的绿色化，或者它是否鼓励公司的绿色清洗？这种脆弱的道德立场意味着生态营销人员必须仔细地设计他们的环境产品，以吸引具有环境道德的消费者和考虑天然产品以及传统产品的买家。因此，生态营销为绿色消费者构建了一个复杂的伦理身份。有环境意识的人已经受到个人道德的指导。为了吸引新的消费者，有环保意识的企业给环保产品赋予了美学品质。在环保主义日益流行的时代，一种充满美感的环境伦理学意味着什么？ 本文分析了三家宣传环保意识的公司的宣传材料：伯特蜜蜂公司，缅因州的汤姆公司，The Body Shop Inc.为了应对日益增长的在线购物市场，这些公司在线提供促销和营销材料，这些基于网络的材料复制了他们的印刷目录和室内广告。作为基于一套意识形态价值观向消费者销售产品的一部分，这些公司采用两种特定的话语策略来销售他们的产品：他们通过强调天然产品的性能来创造增强的美的概念，从而为绿色消费主义注入独特的环境美学。它们还通过社区价值观传达健康观念，而社区价值观又反过来增强了个人健康观念，使之包括生态福祉。本文阐述了生态营销策略的个人自然护理话语的伦理含义，以及一般环境意识的绿色消费者审美的意义。
Green consumerism is on the rise in America, but its environmental effects are contested. Does green marketing contribute to the greening of American consciousness, or does it encourage corporate greenwashing? This tenuous ethical position means that eco-marketers must carefully frame their environmental products in a way that appeals to consumers with environmental ethics and buyers who consider natural products as well as conventional items. Thus, eco-marketing constructs a complicated ethical identity for the green consumer. Environmentally aware individuals are already guided by their personal ethics. In trying to attract new consumers, environmentally minded businesses attach an aesthetic quality to environmental goods. In an era where environmentalism is increasingly hip, what are the implications for an environmental ethics infused with a sense of aesthetics? This article analyzes the promotional materials of three companies that advertise their environmental consciousness: Burt's Bee's Inc., Tom's of Maine, Inc., and The Body Shop Inc. Responding to an increasing online shopping market, these companies make their promotional and marketing materials available online, and these web-based materials replicate their printed catalogs and indoor advertisements. As part of selling products to consumers based on a set of ideological values, these companies employ two specific discursive strategies to sell their products: they create enhanced notions of beauty by emphasizing the performance of their natural products, and thus infuse green consumerism with a unique environmental aesthetic. They also convey ideas of health through community values, which in turn enhances notions of personal health to include ecological well-being. This article explicates the ethical implications of a personal natural care discourse for eco-marketing strategies, and the significance of a green consumer aesthetic for environmental consciousness in general.