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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.
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:
- In what ways have Tesla cars affect car users’ views on green cars?
- How have Tesla car marketing strategies influenced peoples’ buying behaviors?
- 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.
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). Getting the sustainability message across: An endorsed Colombian environmental cinematographic strategy. International Journal of Advertising, 36(6), 910-927.
Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958–2008: A basis for future research opportunities. Journal of the Academy of Marketing Science, 39(1), 55-70.
Heo, J., & Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products?: The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421-437.
Kadirov, D., & Varey, R. J. (2013). Neo-structuralist analysis of green-marketing discourse: Interpreting hybrid car manufacturers and consumers. Consumption Markets & Culture, 16(3), 266-289.
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off?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.
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