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Sune Borkfelt

Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing

Research output: Contribution to book/anthology/report/proceedingConference abstract in proceedingsResearchpeer-review

Standard

Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing. / Borkfelt, Sune; Kondrup, Sara Vincentzen; Gjerris, Mickey.

The Ethics of Consumption: The Citizen, the Market, and the Law. ed. / Helena Röcklinsberg; Per Sandin. Wageningen : Wageningen Academic Publishers, 2013. p. 195-200.

Research output: Contribution to book/anthology/report/proceedingConference abstract in proceedingsResearchpeer-review

Harvard

Borkfelt, S, Kondrup, SV & Gjerris, M 2013, Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing. in H Röcklinsberg & P Sandin (eds), The Ethics of Consumption: The Citizen, the Market, and the Law. Wageningen Academic Publishers, Wageningen, pp. 195-200.

APA

Borkfelt, S., Kondrup, S. V., & Gjerris, M. (2013). Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing. In H. Röcklinsberg, & P. Sandin (Eds.), The Ethics of Consumption: The Citizen, the Market, and the Law (pp. 195-200). Wageningen Academic Publishers.

CBE

Borkfelt S, Kondrup SV, Gjerris M. 2013. Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing. Röcklinsberg H, Sandin P, editors. In The Ethics of Consumption: The Citizen, the Market, and the Law. Wageningen: Wageningen Academic Publishers. pp. 195-200.

MLA

Borkfelt, Sune, Sara Vincentzen Kondrup and Mickey Gjerris "Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing". and Röcklinsberg, Helena Sandin, Per (editors). The Ethics of Consumption: The Citizen, the Market, and the Law. Chapter 4, Wageningen: Wageningen Academic Publishers. 2013, 195-200.

Vancouver

Borkfelt S, Kondrup SV, Gjerris M. Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing. In Röcklinsberg H, Sandin P, editors, The Ethics of Consumption: The Citizen, the Market, and the Law. Wageningen: Wageningen Academic Publishers. 2013. p. 195-200

Author

Borkfelt, Sune ; Kondrup, Sara Vincentzen ; Gjerris, Mickey. / Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing. The Ethics of Consumption: The Citizen, the Market, and the Law. editor / Helena Röcklinsberg ; Per Sandin. Wageningen : Wageningen Academic Publishers, 2013. pp. 195-200

Bibtex

@inbook{2097e526f4364a9e93ae8b2677a3f9a4,
title = "Closer to Nature: the Ethics of {\textquoteleft}Green{\textquoteright} Representations in Animal Product Marketing",
abstract = "Empirical cases from the Danish food market are examined in order to critically discuss the respective modes of communication in light of the premises of socially responsible consumer marketing. This analysis suggests that specific marketing instruments are used to sell animal products by blurring the difference between the paradigms of animal welfare used by producers, and the paradigms of animal welfare implicit in the public understanding of the concept. These instruments rely on the ethical, political and sustainable consumption discourses in order to sell one image of animal welfare in intensive animal production while the production at the same time presupposes a quite different paradigm of animal welfare. Two cases are used to illustrate this: 1) the Danish dairy company Arla Foods{\textquoteright} campaign with the tagline {\textquoteleft}Closer to Nature{\textquoteright}, and 2) selected {\textquoteleft}quality brands{\textquoteright} that present themselves as welfare-oriented alternatives to conventionally produced animal products, but with only marginal improvements. The rhetoric of both cases specifically manifests a deep coherence between nature, farm, animal and end product, and thereby creates associations of production tied to lives living in nature – thus attempting to display a green, eco-, climate-, and animal friendly production. The tension between marketing and the idea of ethical consumerism is apparent as the need for independent information to make value-based choices is challenged by the liberal rules of the market and more specifically by the lack of a restrictive food labelling policy. The relationship between the ways in which animal welfare is communicated and emphasized through food marketing, and commonly held perceptions of acceptable standards for animal welfare, is discussed and the need for transparency in the area of animal welfare stressed.",
keywords = "Advertising, Consumers, Transparency, Naturalness, Animal Welfare",
author = "Sune Borkfelt and Kondrup, {Sara Vincentzen} and Mickey Gjerris",
year = "2013",
language = "English",
isbn = "978-90-8686-231-3",
pages = "195--200",
editor = "Helena R{\"o}cklinsberg and Per Sandin",
booktitle = "The Ethics of Consumption: The Citizen, the Market, and the Law",
publisher = "Wageningen Academic Publishers",

}

RIS

TY - ABST

T1 - Closer to Nature: the Ethics of ‘Green’ Representations in Animal Product Marketing

AU - Borkfelt, Sune

AU - Kondrup, Sara Vincentzen

AU - Gjerris, Mickey

PY - 2013

Y1 - 2013

N2 - Empirical cases from the Danish food market are examined in order to critically discuss the respective modes of communication in light of the premises of socially responsible consumer marketing. This analysis suggests that specific marketing instruments are used to sell animal products by blurring the difference between the paradigms of animal welfare used by producers, and the paradigms of animal welfare implicit in the public understanding of the concept. These instruments rely on the ethical, political and sustainable consumption discourses in order to sell one image of animal welfare in intensive animal production while the production at the same time presupposes a quite different paradigm of animal welfare. Two cases are used to illustrate this: 1) the Danish dairy company Arla Foods’ campaign with the tagline ‘Closer to Nature’, and 2) selected ‘quality brands’ that present themselves as welfare-oriented alternatives to conventionally produced animal products, but with only marginal improvements. The rhetoric of both cases specifically manifests a deep coherence between nature, farm, animal and end product, and thereby creates associations of production tied to lives living in nature – thus attempting to display a green, eco-, climate-, and animal friendly production. The tension between marketing and the idea of ethical consumerism is apparent as the need for independent information to make value-based choices is challenged by the liberal rules of the market and more specifically by the lack of a restrictive food labelling policy. The relationship between the ways in which animal welfare is communicated and emphasized through food marketing, and commonly held perceptions of acceptable standards for animal welfare, is discussed and the need for transparency in the area of animal welfare stressed.

AB - Empirical cases from the Danish food market are examined in order to critically discuss the respective modes of communication in light of the premises of socially responsible consumer marketing. This analysis suggests that specific marketing instruments are used to sell animal products by blurring the difference between the paradigms of animal welfare used by producers, and the paradigms of animal welfare implicit in the public understanding of the concept. These instruments rely on the ethical, political and sustainable consumption discourses in order to sell one image of animal welfare in intensive animal production while the production at the same time presupposes a quite different paradigm of animal welfare. Two cases are used to illustrate this: 1) the Danish dairy company Arla Foods’ campaign with the tagline ‘Closer to Nature’, and 2) selected ‘quality brands’ that present themselves as welfare-oriented alternatives to conventionally produced animal products, but with only marginal improvements. The rhetoric of both cases specifically manifests a deep coherence between nature, farm, animal and end product, and thereby creates associations of production tied to lives living in nature – thus attempting to display a green, eco-, climate-, and animal friendly production. The tension between marketing and the idea of ethical consumerism is apparent as the need for independent information to make value-based choices is challenged by the liberal rules of the market and more specifically by the lack of a restrictive food labelling policy. The relationship between the ways in which animal welfare is communicated and emphasized through food marketing, and commonly held perceptions of acceptable standards for animal welfare, is discussed and the need for transparency in the area of animal welfare stressed.

KW - Advertising

KW - Consumers

KW - Transparency

KW - Naturalness

KW - Animal Welfare

M3 - Conference abstract in proceedings

SN - 978-90-8686-231-3

SP - 195

EP - 200

BT - The Ethics of Consumption: The Citizen, the Market, and the Law

A2 - Röcklinsberg, Helena

A2 - Sandin, Per

PB - Wageningen Academic Publishers

CY - Wageningen

ER -