The myth of green marketing : tending our goats at the edge of apocalypse / Toby M. Smith.

Enhanced descriptions from Syndetics:

Smith analyses the role that social myths such as green marketing play in public understanding of the environmental crisis. Sure to raise controversy with its unique discussion of the cultural and social aspects of environmental issues.

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CHOICE Review

Smith (University College of Cape Breton) questions the meaningfulness of green consumerism. For Smith the issue is not how green consumer programs can improve existing ecosystems; it is, instead, why their effect on contemporary social and ecological change has been less than expected. Emphasizing an interdisciplinary examination of traditional economic, social, and political systems, the author explores the behavioral assumptions of the green consumerism debate. Of particular interest is the analysis of the ecologically based advertising programs of IBM, McDonald's, Mobil Chemical Company, Shell Chemicals, and Wal-Mart, for which Smith critiques the intrinsic meaning of the advertising message. The presentation is complex and oriented toward the academic researcher, requiring an in-depth familiarity with contemporary socioeconomic and political theory. An extensive reference bibliography completes the work. For graduate and research collections. S. R. Kahn; University of Cincinnati