01082pab a2200133 454500008004000000100002100040245003100061260000900092300001200101362000800113520079500121650001500916773001700931180718b2001   xxu||||| |||| 00| 0 eng d  aFineman, Stephen  aFashioning the environment  c2001  ap.17-31  aFeb  aShould we regard `greening' as a management fashion?  While green concerns are prevalent in political and industrial rhetoric, how is greening made to appear attractive and productive to organizational actors who plainly feel just the opposite?  This paper explores the social and emotional architecture of greening, and its tensions and contradictions.  Against a background of `received' theory on management fashions, it examines the institutional context of greening, the role of consultants, stakeholder voices and the active efforts of industry to capture greening on its own terms.  The analysis shows that, despite a strong societal surge towards greening, it can often appear neither attractive nor rational to industry - yet it is adopted, or presented, in some form. - Reproduced  aManagement  aOrganization