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| Titre : |
Anita Roddick's Word Stretching: Conflating Philanthropy with Green Marketing |
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| Numéro : |
39 |
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| Année : |
2010 |
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| Volume : |
XVI |
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| Auteur(s) : |
Jennifer TAKHAR |
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| Résumé : |
This paper analyses Dame Anita Roddick as a pioneering and often marginalised “ethical, eco-feminist, green capitalist.” My main question is where does philanthropy begin for Roddick? Does it begin with deeply embedding products in alterity (including the Other in one’s mission statements)? Is it possible to argue that self-professed green companies, like hers has claimed to be, are inherently philanthropic? If we define philanthropy as “caring for others” then ecological concerns which involve saving us all, saving the planet, must also merit the honorific philanthropic title. |
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| Pages : |
265 - 282 |
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| DOI : |
https://www.cairn.info/revue-internationale-de-psychosociologie-2010-39-page-265.htm |
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| Type : |
Research paper |
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| Keywords : |
brand image, consumer behavior, philanthropy, green marketing, branding, corporate social responsibility, cause-related marketing |
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| APA : |
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| Citations : |
- |
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| CAIRN : |
https://www.cairn.info/revue-internationale-de-psychosociologie-2010-39-page-265.htm |
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