GREEN BUSINESS - TECHNICIST KITSCH

In this paper we present a critical analysis of current 'green busines s' literature. We pay particular attention to the strongly evangelical language of the literature, and we consider whether such green evange lism is likely to represent an effective rhetorical strategy. We pursu e this theme through exploring arguments for 'environmental excellence ', organizational 'eco-cultures', and for corporate environmental stra tegies. We suggest that current prescriptions for 'organizational ecoc hange' are often buttressed by evangelical rhetoric and are reliant on the assumption that organizations will voluntarily become greener. Gi ven the centrality of voluntarism within this literature, we devote th e latter part of the paper to considering its efficacy, and explore th e deferred argument that organizational eco-change will only come abou t through stronger state regulation.