Subverting sustainability: market maintenance work and the reproduction of corporate irresponsibility
Year: 2019
Type: article
Abstract: While marketing’s potential to foster environmental sustainability has been acknowledged in sustainability marketing thinking, we still know little about the forms of organisational conduct through which sustainability recurrently fails to gain traction as a serious agenda in markets. Drawing on recent discussions on corporate irresponsibility and institutional work in markets, this article employs a discourse analysis to examine marketing managers’ strategies to legitimise food waste generation in the organisation of retail. The study highlights three interlinked strategies of institutional work for the subversion of sustainability and thus the reproduction of unsustainable excess production and consumption: the framing of environmental responsibility as risk, cost and consumer choice.
Source: Journal of Marketing Management
Author: Carl Yngfalk
Institution: Stockholm University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2985266104