Exploring the Virtue Framework: Environmental Labels, Clean Clothes, and Green Energy Capitalism

Abstract

This chapter is the most extensive chapter in the book. It uses the presented framework of virtue critique to examine the role of environmental labels in green marketing and explore how green rhetoric is used in the marketing of clothes, as well as within the Energy Sector. Themes developed include standardized forms for sustainability communication, communicative efficacy, moral legitimacy, temporality, transparency, and the value of rhetorical spaces for prudent corporate communication on complex matters.