Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy

Shinichiro Terasaki, Shin'ya Nagasawa

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Citation (Scopus)


Globalisation, industrialisationand neo-liberalism have caused social inequality and environmental degradation, while increasing numbers of celebrities, particularly in entertainment industry make use of this trend to maximise their influence over the public through environmental advocacies such as "alternative" food geographies and "eco-chic" lifestyle. The purpose of this paper is to examine how far celebrities' environmental advocacies work as a branding method of celebrities themselves.Following conceptual background discussions such as defining celebrity, types of celebrity and what "eco-chic" lifestyle means, critical assessment of the above issues takes place with a good array of empirical examples.The results indicates that celebrity advocacy is fundamentally a sort of star-driven "outside strategy" of social protest that popularises issues, enlarging the visibilities of celebrities themselves. This research has presented a new marketing trend that involves political ecology as a means of self-branding of celebrities who could be readily regarded as"products" in capitalism.

Original languageEnglish
Title of host publicationIntelligent Decision Technologies Proceedings of the 4th International Conference on Intelligent Decision
EditorsJain Lakhmi, Howlett Robert, Watada Junzo, Watanabe Toyohide, Gloria Phillips-Wren
Number of pages10
Publication statusPublished - 2012
Externally publishedYes

Publication series

NameSmart Innovation, Systems and Technologies
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

All Science Journal Classification (ASJC) codes

  • General Decision Sciences
  • General Computer Science


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