A discussion of the marketing challenges of going green in the US domestic automobile industry.
Written in 2009; 3,107 words; 16 sources; APA; $ 90.95
Paper Summary:
This paper discusses the challenges faced by the U.S. automobile industry in adopting a competitive green market strategy. The author discusses the disconnect between consumers who claim to be concerned about the environment but who do not appear to be willing to change their life style to tackle these issues. Under current circumstances of increased pollution and increased crude oil prices, greening is a certainty in the future, but the dilemmas facing the car manufacturers are whether they should wait and green their strategy slowly or reap the stewardship advantages, while paying the attached premium costs; and whether they should use their green actions as part of their company advertising or adopt a green modesty attitude as this would deflect attention from past or current environmental mistakes. This paper contains figures.
Outline:
The Domestic Automobile Industry
Reasons to Green the Marketing Strategy
Consumer Attitudes and Behaviors
Stakeholder and Institutional Pressures
Collective Action Dilemmas
Green Marketing Myopia
Consumer Value Positioning
Calibration of Consumer Knowledge
Credibility of Product Claims
Green Marketing Mistakes
Keep It Real
Clean Up From Top Down
Be Transparent
Stay Humble
Challenges for the Automobile Industry - Summary
From the Paper:
"In the automobile industry, consumer attitudes and behaviors are not at all congruent. Although many consumers acknowledge that traditional automobiles are responsible for a large part of pollution, the vast majority is not willing to change their lifestyle to reduce the negative impact on the environment. This happens for reasons, such as: comfort (e.g. the hybrid's need for constant recharging and the reduced number of recharging locations versus the traditional gas bomb high density), perceived lower performance (e.g. diesel engines are perceived as being able to deliver a better automobile performance in terms of speed) and costs (the vast majority of used cars in US are based on gas, which leaves little choice for second-hand buyers in terms of hybrid products)."
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