Green Marketing in the Automobile Industry

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

Management is faced with many decisions when considering the environmental factors that affect marketing. This includes global economic interdependence, demographics, cultural differences, social responsibility, ethics, and technology. It is imperative for a company to understand how these factors can greatly affect the outcome of a company’s marketing plan.

-Initiate and implement the ‘Go Green’ project to promote the sustainability features of our products to customers

A cap-and-trade program sets a maximum level of pollution, and distributes emission permits among firms that produce emissions (Carbon Tax, 2013). The purpose of which is regulation of specific emissions by stationary and mobile sources, and setting a specific level which all emitters are re-quired to meet. Cap-and-trade possibly has less of a direct economic component to it than the other alternatives to reducing emissions described due to the ability to trade permits versus the expendi-ture of resources improving technology, with some arguing it is to the detriment of the environment. As stated in the article found in Reclaiming the Environmental Agenda, by Ashford, N. et al., 2008, “being a market-based instrument, ‘the cap-and-trade option suggests that at least this form of MBI may be more environmentally effective than the usual command-and-control alternatives, in addition to being more economically efficient.” (Ashford, N. and Caldart, C., 2008, p. 908).

Cap and trade is a system aimed at diminishing the rate at which carbon is emitted into the atmosphere by creating an economic system based on meeting a certain minimal threshold or paying low-emitting companies for the right to emit in their place. For example, if company A only emits half of the emissions cap, that company can sell (or trade) the remaining credits to company B, should company B choose to emit one-and-a-half times the cap. A main objection to the cap and trade system is that it is not a strong enough means by which to curb emissions of fossil fuels and is inferior to specifically stronger carbon taxes. While initially appealing, the notion of simply strengthening carbon taxes fails to properly stifle carbon emissions and to adequately incentivize “green” development in comparison to the cap and trade system, preventing carbon taxes from occupying a central role to mitigate carbon emissions.

Cap and trade is a cost-effective method for reducing greenhouse gas emission/pollution. The amount of emissions that are produced by the economy (cap) is limited and allows those insured by the cap to trade amongst themselves (trade) in a flexible and cost-effective method/manner, creating a price on carbon pollution. The "cap" sets a maximum limit on the amount of greenhouse gas pollution that regulated emitters collectively can produce. Each year, the cap is lowered, requiring industry and other greenhouse gas polluters, such as natural gas distributors and other fuel suppliers, to reduce their emissions. The "trade" refers to a market where companies can buy or sell “allowances,” or pay others to reduce emissions on their behalf, in

Cap-and-trade is a program which uses a market-based mechanism to control greenhouse gas emissions, the primary driver of global warming. The “cap” sets a limit on emissions, which is lowered over time to reduce the amount of pollutants released into the atmosphere. It limits emissions in electric power generation, natural gas, transportation, and large manufacturers. The “trade” creates a market for carbon allowances, leading to more cost-effective pollution cuts, and incentive to invest in cleaner technology. The less they emit, the less they pay, so it is in their economic incentive to pollute less. Each allowance (typically equivalent to one metric ton of carbon dioxide) are auctioned or allocated to regulated emitters on a regular basis.

CAP and Trade is a cost-effective method for reducing emissions. The world’s largest implementation of Greenhouse gas trading system is the European Union Emissions Trading System (EU ETS) and they have been environmentally ineffective. The result of price crash non-stability in California and Quebec are also environmentally ineffective. In 2016, the emphasis was on EU ETS’s fourth phase (2021-2030) which was what the European Commission, presented changes for. The purpose of the presented changes is to bring the cap into line with the EU's 2030 objective, reducing Greenhouse Gas emissions to at least 40% nationally by 2030. The EU provides a better goal of free allocation rules and further supports low-carbon innovation and energy sector transformation. To meet the legal requirements and to compensate for excess pollution EU ETS should reduce GHG emissions, and buy emission allowances in the carbon market. They could also reduce GHG emissions

“The cap”: Each large-scale emitter, or company, will have a limit on the amount of greenhouse gas that it can emit. “The trade”: It will be relatively cheaper or easier for some companies to reduce their emissions below their required limit than others. These more efficient companies, who emit less than their allowance, can sell their extra permits to companies that are not able to make reductions as easily.

Naturally the capitalistic world that we live in breeds competition, in turn leading to powerful private interests. This has resulted in powerful industrial partnerships with political figures. In order to bring our society forward we must act for change, to encourage modernization, overcoming the stacked odds. The only way to influence our country’s dependency on carbon-based energy is to make way for environmental advocates at all levels of policy. The Paris Climate Change efforts have us headed in the right direction, even though they hold no legal international clout. Individual countries are held responsible through the social pressures created by groups like the UNFCC, along with renewable industrial interests, has led to country social responsibility. Country social responsibility has been promoted by voluntary climate efforts, which resulted in ambitious goal allowing countries to claim leadership on a global issue. Our efforts would ideally result in net-zero emissions in developed and developing countries alike by 2050. The technology is available, but modernization has a social aspect as well. This is essential to promote environmental policy, in order to pressure industrial powers. We can only be successful if we change our current social patterns into virtuous environmental forms.

The outcome of the case between the ACCC and GM Holden Ltd was that Holden was ordered to pay the costs incurred by the ACCC and refrain from republishing the Grrrrreen campaign. Also, all Saab marketing staff were required to be retrained in relation to law in the context of green marketing. This training was then to be reviewed by an independent third party that was required to submit a report to the ACCC. GM Holden also decided to plant 12,500 native trees in an attempt to offset the carbon emissions of Saab vehicles that were purchased during the campaign (Koku and Ratnatunga 2013,

The system is supposed to enhance its internal practices to reducing greenhouse gas, and they will be increasing recycling processes. More importantly, it will also create strict guidelines for JPMorgan Chase's lending decisions when it comes to The mining, forestry, oil, and gas industries it will no longer finance projects that pose a danger to the environment It has also decided to encourage clients to design plans to try and reduce the large amounts of greenhouse gasses to help the environment. The modifications come from years of the hard word by the Stakeholders as well as some other groups that included nongovernmental organizations (NGOs), investors, and activists. Stakeholders, including NGOs, investors, and activists, as well as communities, labor, and consumers all, played a significant role in improving corporate behavior. Some NGOs are willing to put themselves in danger by using strategies of conflict. Others have been working to create partnerships with companies to help them green their production, often in ways that save them money. As well, the investor community is taking a progressively active role in work with the companies in the hopes of creating a partnerships with businesses in order to help them green their production, which often save them money on the long term outlook. Some of the investor community is taking an active role as well encouraging corporations to consider the long-term financial risks of social and environmental issues rather than the next quarter's

What seems to be the trend in today’s market and what some are already practicing is the “green” life style. There is a need to create a product that can adhere to this lifestyle in a way that helps the planet, can be done safely and in style, with effortless routine, while clearly stating that you are contributing to the “green” way of life. Environmentalism, which is associated with the color green, is a broad philosophy and social movement which is centered on a concern for the conservation and improvement of the environment (Wikipedia, 2009). This movement is

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long

“For the time being, however, it is still the flexibility mechanisms that have attracted the most attention… (11).” The “flexibility mechanisms” are the offshore policies of joint implementation, clean development, and emissions trading. As the primary focus of the protocol and creating the biggest impact on international trade, these provisions in the agreement concern international trading of emissions credits.