ABSTRACT
Throughout this book I have been concerned with investigating morality in marketing, and situating this investigation in the context of one particular form of marketing, namely that broadly defined as ‘green’ marketing. The exploratory, qualitative, comparative empirical case study investigation which forms the core of this book was, as I have argued, aimed at providing theoretical and descriptive insights into contemporary green marketing practices; in so doing, I sought to reveal their moral dimensions. Utilizing a social constructionist perspective, the focus throughout has been on examining aspects of moral meaning as constructed, perceived, understood and communicated by organizational members and organizational communications of various forms. As I showed earlier in the book, this is a relatively unusual way to approach such questions in marketing, and represents an important omission in the existing literature.
