Green Consumption, Environmental Marketing and Green Advertising: A Look at the Privatization of Nature from the Perspective of Liquid Modernity

Abstract

The production of new market arrangements that can reveal the appropriation of nature as a strategy of consumption for the benefit of capital is observed in the contemporaneity. From this perspective, this research investigates Green Consumption, from an interdisciplinary perspective, to reveal if contemporary advertising with social and environmental appeal influences the process of production of new subjectivities even more rooted in consumption. The methodology adopted is the qualitative exploratory research of the "green" ads published in Veja magazine between 2004 and 2014. The theoretical foundation is built from Bauman and other authors who with this dialogue. From this clipping, some clues are analyzed about the legitimacy of environmental marketing strategies focused exclusively on consumption expansion. The study takes a look at the use of advertising and marketing as a way to legitimize and feedback the idea of ​​"productize" nature, that is, presented as a commodity ready to be consumed, and discusses how the new "green" stamp models can be produced and reproduced on the market. Finally, this work brings publicity and environmental marketing as possible instruments for the formation of new "ways of being", even more rooted in the logic of consumption, decrease medical as well as a financial burden, hence improving the management of cirrhotic patients. These predictors, however, need further work to validate reliability.