Green Marketing: Tesla’s Case Proposal

Exclusively available on IvyPanda Available only on IvyPanda

Green marketing has become a part of people’s lives due to the changing paradigm regarding people’s attitudes towards the environment. Ottman (2017) note that generations X, Y, Z, as well as baby boomers, are environmentally conscious, which results in the development of certain behavioral patterns. For instance, up to 84% of American shoppers note that they buy at least one green product regularly (Ottman, 2017). Clearly, various factors affect people’s mindsets, but it is also apparent that particular items and brands also shape people’s viewpoints and boost environmentally friendly trends. The present study will concentrate on the effects Tesla cars have had on people’s views regarding green technology, automotive market, innovation, as well as shoppers’ behaviors related to green products.

We will write a custom essay on your topic a custom Proposal on Green Marketing: Tesla’s Case
808 writers online

The primary research question guiding this research is as follows: How have Tesla cars influences American consumers’ views and behaviors regarding green products? The supporting questions that will be instrumental in addressing the research questions include:

  1. In what ways have Tesla cars affect car users’ views on green cars?
  2. How have Tesla car marketing strategies influenced peoples’ buying behaviors?
  3. What is the impact of Tesla car marketing strategies on peoples’ views on innovation and green products in general?

In order to address the research question, it is possible to employ qualitative research design as the emphasis is on people’s views and attitudes rather than quantitative data. Focus group discussions can be an effective strategy as this method enables the researcher to include a considerable number of participants and analyze their perspectives. The focus groups will discuss Tesla cars, the way the company’s marketing strategies have affected them, and their attitude towards green products. Some messages delivered in terms of Tesla’s campaigns will be discussed, which presupposes the review of some slogans, advertisement materials, and videos. The participants will be encouraged to share their viewpoints on green products and their shopping behaviors before and after the production of Tesla. Descriptive statistics analysis will be mainly related to the participants’ age, gender, education, and employment status. It can be beneficial to identify the differences in the mindsets of different groups. This study will potentially provide insights into the ways a single brand and specific marketing strategies can shape people’s buying behaviors and views on green products.

Annotated Bibliography

The research implemented by Heo and Muralidharan (2019) is a valuable source for the present study due to its focus on the attitudes of Millennials towards green products. The researchers examined this population’s consumer behaviors, and their findings can help in shaping specific questions that will be asked during focus group discussions.

The study by Leonidou et al. (2013) is relevant for this research as it provides insights into the use of green marketing by companies and its effects on their performance and competitiveness. It is necessary to understand how exactly and why companies deliver their messages related to environmental sustainability.

The article by Chabowski et al. (2011) provides a detailed account of the research on green marketing, which can be used for the development of the theoretical framework for this study. It is also clear that insufficient attention is paid to consumer’s behaviors, so the present study will address this gap.

The research by Kadirov and Varey (2013) is instrumental in identifying the interrelationship between green product manufacturers’ messages and people’s views on environmentally-friendly consumption. This article is valuable for the present study due to its emphasis on meaning co-creation and the impact of marketing on people’s behaviors.

1 hour!
The minimum time our certified writers need to deliver a 100% original paper

The study by Barrios et al. (2017) provides helpful insights into the effective ways organizations use to change people’s behaviors. The choice of Tesla’s marketing messages will be informed by the finding of this research.

References

Barrios, A., Wilson, B., & Arias, C. (2017). . International Journal of Advertising, 36(6), 910-927.

Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). . Journal of the Academy of Marketing Science, 39(1), 55-70.

Heo, J., & Muralidharan, S. (2019). . Journal of Marketing Communications, 25(4), 421-437.

Kadirov, D., & Varey, R. J. (2013). . Consumption Markets & Culture, 16(3), 266-289.

Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). Journal of the Academy of Marketing Science, 41(2), 151-170.

Ottman, J. (2017). The new rules of green marketing: Strategies, Tools, and inspiration for sustainable branding. Routledge.

Remember! This is just a sample
You can get your custom paper by one of our expert writers
Print
Need an custom research paper on Green Marketing: Tesla’s Case written from scratch by a professional specifically for you?
808 writers online
Cite This paper
Select a referencing style:

Reference

IvyPanda. (2022, June 29). Green Marketing: Tesla’s Case. https://ivypanda.com/essays/green-marketing-teslas-case/

Work Cited

"Green Marketing: Tesla’s Case." IvyPanda, 29 June 2022, ivypanda.com/essays/green-marketing-teslas-case/.

References

IvyPanda. (2022) 'Green Marketing: Tesla’s Case'. 29 June.

References

IvyPanda. 2022. "Green Marketing: Tesla’s Case." June 29, 2022. https://ivypanda.com/essays/green-marketing-teslas-case/.

1. IvyPanda. "Green Marketing: Tesla’s Case." June 29, 2022. https://ivypanda.com/essays/green-marketing-teslas-case/.


Bibliography


IvyPanda. "Green Marketing: Tesla’s Case." June 29, 2022. https://ivypanda.com/essays/green-marketing-teslas-case/.

Powered by CiteTotal, citing machine
If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Request the removal
More related papers
Cite
Print
1 / 1