THE “CURRENCY” OF CULTIVATING A GREEN BRAND: REPRESENTATION PRACTICES FOR GREEN BRANDING AND GREEN WASHING IN PRINT MAGAZINE ADVERTISING IN SOUTH AFRICA

Abstract

Consumer brands are prioritising pro-environmental reputations in response to growing consumer concern. Socalled green consumers are being targeted with buzzwords including sustainability, biodegradability, recycling and upcycling. Print advertising in South African media reflects this trend. This study mobilises a discursive taxonomy to examine particular dimensions of such advertising. The study interprets the findings thus extrapolated by suggesting a distinction between two types of green advertising: green branding and green washing in South African print media.