EMERGENCE OF GREEN MARKETING CAPITALISM IN SOUTH AFRICA: IMPLICATIONS FOR GREEN ECONOMY AGENDA.

Year 2019, Volume: 11 Issue: 1, 1 - 15, 01.01.2019

A. Muposhi

Abstract

This conceptual paper discusses the emergence of green marketing capitalism in
South Africa and its implications on the green economy agenda. The research
methodology employed involved a systematic review and synthesis of extant
literature and secondary data sources. It analyses the underlying contradictions of
green marketing and how it is situated within the green economy agenda. It argues
that green marketing, as a key lever of the transition to green economy, is
immersed within a capitalist hegemony and is failing short in its potential roles of
enhancing environmental sustainability, economic growth and social justice. The
paper concludes pessimistically that big multinational companies dominating the
green marketing discourse tend to cherry pick green marketing initiatives that are
skewed towards enhancing profitability often at the expense of environmental
sustainability. Organic food, plastic bag levy, eco-labels, ISO 14001
environmental management systems and green marketing metrics are identified as
forms of green marketing capitalism and symbols of the commercialisation of
green marketing in South Africa. This paper advocates for a transformative
approach that allows for a holistic migration to a green economy. It concludes that
the opportunities accorded by the transition to a green economy are more likely to
be missed if green marketing practices continue on a neoclassical economic
pathway. In order to address the challenge of marketisation and commodification
of green marketing, It suggests a co-regulatory green marketing governance
approach, which includes key stakeholders such as government, environmentalists
and consumers.

Keywords

green marketing, green economy, green marketing capitalism, forms of green capital.

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