ABSTRACT
In the last chapter, I described how morality in the green marketing processes within and around the case organizations tended to be considerably understated in respect to the environment itself, and was more strongly associated with procedural norms and practices that were directly job-and performance-related. I also suggested that this cultural dynamic could similarly be translated into marketing artefacts – policies, products and promotions, for example – under the mediating influence of both real and constructed stakeholder influences. Overall, this certainly represented something of a denial of moral meaning in the case organizations, at least as far as green marketing was concerned. This phenomenon I shall refer to here as amoralization. Basically, what I mean by amoralization is the removal of moral meaning from the green marketing process, or from the objects of green marketing; essentially it concerns the phenomenon whereby something (here, green marketing) is rendered an amoral subject.
