Green Marketing as Manifest Performance of Ethical Judgment

Abstract

This chapter concludes the book’s discussion and emphasizes the need for discursive conditions and a constructive marketing critique that encourages virtuous marketing practices. The chapter also relates the virtue-framework to the field of marketing ethics, as well as other strands of research, and suggests avenues for future interdisciplinary work. We argue that rhetorical scholarship can contribute to the collaborative effort of steering market dynamics in more sustainable directions.