Averting your gaze with sustainable, green marketing claims: a critique of luxury commodity production sustainability claims, with evidence from the diamond industry

The adverse impacts of capitalism on the global ecosystem are well-identified, and have created consumer interest in ecologically friendly commodities. One corporate response to this situation has been the development of green marketing strategies designed to convince consumers that products are eco...

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Published in:Sociological spectrum 2022-11, Vol.42 (4-6), p.278-293
Main Authors: Lynch, Michael J., Long, Michael A., Stretesky, Paul B.
Format: Article
Language:English
Subjects:
Capitalism
Certification
Claims
Commodities
Consumer goods
Consumers
Crime
Criminology
Debates
Diamond industry
Diamonds
Ecosystems
Globalization
Green marketing
Marketing
Mining
Mining industry
Supply
Sustainability
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container_end_page 293
container_issue 4-6
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container_title Sociological spectrum
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creator Lynch, Michael J.
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Stretesky, Paul B.
description The adverse impacts of capitalism on the global ecosystem are well-identified, and have created consumer interest in ecologically friendly commodities. One corporate response to this situation has been the development of green marketing strategies designed to convince consumers that products are ecologically sustainable and/or less ecologically harmful. One strategies suggests that luxury commodities are ecologically sustainable due to their durability and/or longevity. That argument ignores empirical assessments of the ecological impacts of luxury commodity production. To illustrate this point, we examine the use of green labeling claims within the context of capitalism. As an empirical example, we focus on sustainability claims constructed around luxury diamonds, and estimate the ecological harms of mining a large diamond in carbon equivalent terms. We also examine related production claims linked to sustainable supply chain certification. In our discussion, we draw from arguments in green criminology to suggest that diamond mining could be viewed as a crime of ecocide, and should be discouraged through influence campaigns and perhaps legal restrictions on diamond mining.
doi_str_mv 10.1080/02732173.2022.2148797
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source International Bibliography of the Social Sciences (IBSS); Sociological Abstracts; Taylor and Francis Social Sciences and Humanities Collection
subjects Capitalism
Certification
Claims
Commodities
Consumer goods
Consumers
Crime
Criminology
Debates
Diamond industry
Diamonds
Ecosystems
Globalization
Green marketing
Marketing
Mining
Mining industry
Supply
Sustainability
title Averting your gaze with sustainable, green marketing claims: a critique of luxury commodity production sustainability claims, with evidence from the diamond industry
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