Green Marketing of Automobile Manufacturers
Green Marketing of Automobile Manufacturers
Author(s): Eva Jaderná, Jana Přikrylová, Radka Picková, Nicola MaláSubject(s): Business Economy / Management, Energy and Environmental Studies, Economic development, Environmental interactions, Marketing / Advertising, Transport / Logistics
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Automotive Industry; Consumer; Corporate Social Responsibility; Environment; Green Marketing; Sustainability;
Summary/Abstract: Many long-term scientific studies demonstrate that our planet’s environmental situation is deteriorating. Even the ordinary consumer can see the changes in the climate. Stricter laws are being enacted, and people’s mind-sets are changing. As a result, so is consumer behaviour. Companies have to respond to this change. One area in business where such change is evident is the new field of green marketing. This approach helps to strongly associate companies’ attitudes with the environment and in turn inform the public about these attitudes. Green marketing was swiftly adopted in the automotive industry, which is especially sensitive in matters of environmental protection and sustainability. One response the ordinary consumer can witness is the boom in electric and hybrid vehicles. Since this socalled electromobility is the prevailing trend at the present and in the future, this article focuses on the attitudes of the Czech population to electric cars.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 349-359
- Page Count: 11
- Language: English
