Altruism or entrepreneurialism? The co-evolution of green place branding and policy tourism in Växjö, Sweden

More and more cities around the world are adopting green-city labels and are making use of their urban environmental policymaking for the purpose of place branding. However, the nature of the relationship between the branding of green cities and urban environmental policymaking is contested. Some researchers have highlighted so-called ‘greenwashing’ and the cherry-picking of easily attained goals. Others argue that green branding is driven by altruism, rather than intra-urban competition and entrepreneurialism. Drawing on literatures on policy tourism and green place branding, this article presents a longitudinal study of green branding in Växjö, Sweden. It contributes to the debate on green place branding by showing how two sets of contradictory impulses – entrepreneurialism/competition versus altruism/cooperation, and cherry-picking/greenwashing versus comprehensive environmental policymaking – affect the relationship between green place branding and environmental policy. In particular, the analysis illuminates the changing role played by policy tourism in shaping both the development of environmental policies and branding practices.