Kadiroy, D., Varey, R. J. (2013). Neo-structuralist analysis of green-marketing discourse: interpreting hybrid car manufacturers and consumers. Consumption Markets & Culture, 16(3), 266-289.
Permanent Research Commons link: http://hdl.handle.net/10289/8124
To explain inconsistent behaviour that is well documented in green-marketing and consumption, the authors develop the (neo)structuralist model of meaning co-creation that is based on the signifying practices of hybrid car manufacturers and consumers. The model reveals that market agents are recruited into a symbolic order that requires the perpetual reinforcement of self-opposing meanings as a condition for signification. The main problem of green practice is not the issue of market agents' authenticity/hypocrisy. Rather it represents a more interactive phenomenon – the common structure of meaning-creation – which silences important transformative action choices and thus defeats its own purpose.
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