Jump to ContentJump to Main Navigation
Environmentalism of the Rich$
Users without a subscription are not able to see the full content.

Peter Dauvergne

Print publication date: 2016

Print ISBN-13: 9780262034951

Published to MIT Press Scholarship Online: May 2017

DOI: 10.7551/mitpress/9780262034951.001.0001

Show Summary Details
Page of

PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use.date: 30 June 2022

Million Dollar Pandas

Million Dollar Pandas

(p.127) 11 Million Dollar Pandas
Environmentalism of the Rich

Peter Dauvergne

The MIT Press

This chapter analyzes the turn within mainstream environmentalism toward business partnerships, cause marketing, professional fundraising, and the co-branding of products. The chapter further examines the role of nongovernmental organizations in setting up and running eco-labeling and eco-certification organizations. WWF, also known as the World Wildlife Fund and the World Wide Fund for Nature, is a leader in the nongovernmental embrace of business, markets, and certification as ways to conserve nature and improve environmental conditions. Certification standards, such as those of the Marine Stewardship Council and the Round Table on Responsible Soy, are creating some modest reforms to business practices. NGO-business partnerships, such as the one between WWF and Coca-Cola, are also producing some small-scale benefits. But partnering with business and relying on market solutions risks legitimizing business as usual as well as shifting responsibility for global environmental problems onto consumers, a weak global force of change compared to the forces of unsustainability.

Keywords:   cause marketing, Coca-Cola, eco-certification, eco-labeling, fundraising, market solutions, World Wide Fund for Nature, World Wildlife Fund, WWF

MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.