This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy.

1. Introduction: A New Framework for Green Marketing.- 2. A Constructive Turn: Towards Harnessing the Potential of Green Promises.- 3. Institutional Theory and Green Legitimation.- 4. Attempts at Co-Reading Institutional and Rhetorical Theory.- 5. Revisiting the Rhetorical Tradition and Acquainting Ourselves with the Virtuous Orator.- 6. From the Sins of Greenwashing to the Virtues of Green Marketing.- 7. Some Implications for Law.- 8. The Framework of Virtue Critique.- 9. Exploring the Virtue Framework: Environmental Labels, Clean Clothes and Green Energy Capitalism.- 10. Green Marketing as Manifest Performance of Ethical Judgment.

This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy. The work explores the transformative power inherent in green promises and sets a vision of what green marketers should strive for. Engaging with selected research on organizational theory, the authors negotiate the conflicting paradigms of rhetorical theory and their relation to the study of corporate legitimation practices. The resulting theoretical framework provides an analytical scheme that can be useful in various disciplines – such as sociology, economics, law, marketing theory, and communication. It also illustrates how we can find new answers to contemporary challenges by re-imagining rhetoric.

This is an open access book.

Erik Bengtson isa scholar of rhetoric at Uppsala and Södertörn Universities, Sweden. He has published on the epistemology of rhetoric, rhetorical argumentation theory, and semiotics. Later, his research focus has shifted towards exploring the relations between capitalism and climate transition rhetoric.

Oskar Mossberg is a private law scholar at Uppsala University. He works at the intersection between law and rhetoric and is engaged in developing legal doctrine and methodology by drawing on other fields within the humanities and social sciences, including philosophy, hermeneutics, and rhetoric.

Reveals how 'green' corporate rhetoric can be a force for good Offers an alternative view of what a marketer should strive for in terms of concrete rhetorical practice Offers analysis on the discussion of green marketing and greenwashing This book is open access, which means that you have free and unlimited access

Open Access This book is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made. The images or other third party material in this book are included in the book's Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the book's Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder.