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

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.