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Emerging Green Values in the UK Energy Sector: Ecotricity as Deep-Green Exemplar.

McQueen, D. and Turner, A., 2020. Emerging Green Values in the UK Energy Sector: Ecotricity as Deep-Green Exemplar. In: McQueen, D., Farache, F., Grigore, G. and Stancu, A., eds. Values and Corporate Responsibility CSR and Sustainable Development. London, UK: Palgrave Macmillan, 129 - 163.

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Emerging Green Values in the UK energy sector.pdf - Accepted Version
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DOI: 10.1007/978-3-030-52466-1


Sustainability has long been considered a key component of corporate social responsibility (CSR). This chapter provides an in-depth case study of a ‘deep-green’ business, exploring the strong environmental and sustainable values of UK energy firm Ecotricity and its director, founder and owner Dale Vince. The authors outline Ecotricity’s growth to become one of the UK’s largest green-energy providers and show how the company’s success is built on a powerful commitment to sustainability and a set of interrelated, green ‘activist’ values. The chapter outlines key moments in Ecotricity’s expansion, its unique business model, reputation in the market, political lobbying efforts, marketing, communication and social media strategies, as well as the underpinning philosophy informing the growth of the business.

Item Type:Book Section
ISBN:9783030524654, 3030524655
Series Name:Palgrave Studies in Governance, Leadership and Responsibility
Number of Pages:34
Uncontrolled Keywords:Business & Economics ; CSR ; energy ; green values ; Ecotricity ; legitimacy ; community ; strategic CSR ; values ; sustainability ; business ethics
Group:Faculty of Media & Communication
ID Code:34716
Deposited By: Symplectic RT2
Deposited On:23 Oct 2020 15:47
Last Modified:01 Oct 2022 01:08


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