The question of moral marketing and its value in Greta Thunberg's ecological discourse: a new vision of sustainable consumption

Well into the 21st century, the systematic deterioration of environmental conditions in the biosphere in general, because of systematic environmental degradation, not only calls into question the long-term viability of all historically existing development models but also generates a debate on social change in terms of sustainable development. Given this scenario, the objective of this research was to analyze the issue of moral marketing and its value in Greta Thunberg's ecological discourse as a factor shaping a renewed vision of sustainable consumption. Methodologically, it is based on a hermeneutic conception of social knowledge and critical discourse analysis. The discursive data obtained allow us to conclude that Greta Thunberg's catastrophic vision is not simply empty rhetoric, but the result of an honest reading—bordering on the inexorable—of current scientific data. Therefore, the possibility of civilizational collapse is no longer an exaggeration when reports warn us of the crossing of planetary boundaries, the advance of climate change, and the erosion of biodiversity.