Investigation into Ford Motor Company’s Green Washing

Clearly, the purpose of the advertisement is to sell the new Nissan Leaf. The company’s stance reveals a commitment to saving the environment through technology; they seem to be admitting that global warming is real and that the automobile industry is one of the primary culprits.

First and foremost, basic needs (safety and physiological) were met by the demonstration of a safe, secure, versatile, and reliable vehicle that will meet the consumers demands. Psychological needs (belongingness and esteem) were also met throughout the commercial. Kia’s eco-friendly car packs high fuel economy and touts environmental consciousness all while making us laugh at the comicality of the commercial. Consumers should feel good about themselves while driving this vehicle, knowing that it “helps save the environment.” Those who drive this vehicle should also feel a sense of “high status” knowing that driving their car, instead of a gas guzzler, is equivalent to volunteering your time to environmental

assuage any guilt they might feel about consuming mass quantities of unnecessary, disposable goods by dutifully tossing these items into their recycling bins and hauling them out to the curb each week”. (Westervelt, Amy. "Can Recycling Be Bad for the Environment?" Forbes. Forbes Magazine, 25 Apr. 2012. Web. 5 Dec. 2015). So why is the reason that companies are starting to “Go Green”? Its clearly obvious that the change in America from an industrial country to a environmental country has taught big business how to market environmentalism in mass quantities of their product. The strategy of the consumption-environment mindset are increasing rapidly. If this trend of buying without thinking does not slow down, with problems like not shifting priority from consumption to being environmentally aware, things will certainly worsen. On the topic of green marketing, people often see that green marketing refers to the advertising of objects or products with environmental characteristics to them (Like the Nestle bottle, for example). Terms like “Environmentally Friendly”, “Refillable”, and “Recyclable”, are some of the things people associate with green marketing. In reality

In addition to their green initiatives, Ford is looking at other trends regarding consumer elasticity and behavior towards the automobile market. In addition to dealing with the shift in consumer short-term behavior (going from “I really want” to “I do not really need”), the automotive industry, along with all others are wondering what the long-term change will be in consumer behavior due to the recent recession. According to Barkley US, there will be significant long-term changes in consumer behavior. Most notably, the changes will be the consumer going back to a basics mentality, the use of technology and green strategy, and women influencing more purchase decisions. The biggest changes will take place in America and parts of Europe, where housing and stock market bubbles have imploded and unemployment has soared. Companies will also need to show they empathize with consumers’ new concerns. “There will need to be a move from passion to compassion in

A strong ecological awareness may threaten Ford Motor Company, because if Ford cannot offer more environmentally friendly products to meet consumers’ demands/needs than their competitors, there is a possibility that consumers might consider switching to a competitor’s product.

Problem Statement: Disruptors of domestic and international competitors are expanding upon the alternative fuel vehicle market and can offer a wider variety of products ranging from hybrid, plug-in hybrid, and fully electric vehicles due to the access to more resources available to them.

The rise of green products and the want of consumers to become more environmentally friendly has been increasing. In 10 Green Marketing Milestones, the reading mentioned how the “rise of the Toyota Prius: It may not have saved the world, but at 1 million cumulative vehicle sales the Prius became the predominant fuel-efficient hybrid vehicle” (Neff 2). This is an example of how companies are actually wanting to go green in order to make more profit and rise above their competitors. Going off the Prius example, it was also mentioned how Hummer cars, which use an excess amount of fuel, sales have plummeted. This was because this model no longer appealed to the consumers and General Motor’s had to discontinue the model and even went bankrupt. This sale tactic works and is so successful because the consumer’s mindset have evolved to seek things that are better for the environment. Many would prefer Toyota over General Motor because of their company’s reputation with being green. Although this might not work for all companies, but for some, they have become more successful than their competitors by going green and so, convincing more and more to

As we have seen an increase in awareness around sustainability and climate change, with the help of Al Gore’s Inconvenient Truth documentary in 2006, we see organizations moving towards mitigating the effects of climate change in various ways (Al Gore, n.d). As this corporate social responsibility has become more prevalent, organizations are now pushing their green agenda by publishing sustainability reports, doing mass marketing and implementing sustainable business practices to portray the image that they too are working towards protecting the earth’s natural environment all the while focusing on their underlying goal of selling their products and

In conversations globally the environment is a hot topic. Issues with the ozone layer, depleting natural resources, and health risks associated with emissions and changes in climate coupled with its resulting natural disasters; have pushed conservation issues into the spotlight. The environmental issues presented today are not the result of one country, one type, or one-industry actions but a communal failure of a mixture of several. With that said many countries and industries are going through policy changes to combat environmental issues that will hopefully benefit the environment, the consumer, and industries.

In more recent years, the Ford Motor Company has encountered some resistance from environmentalists. “Ford motor co. ranked 7th as one of the top corporate air polluters in the United States releasing 9.67 million pounds of toxic air in 2002” (PERI). In an attempt to appease the criticism received due to their environmental standing by announcing a plan in 2000 to improve the average gasoline mileage of a line of its trucks by twenty-five percent by 2005. This goal was never met; Ford announced that “competitive market conditions and technological and cost challenges would prevent the company from achieving this

Lincoln has come out with a series of commercials starring Matthew McConauhey who because of his smooth southern accent can make you feel very comforting in anything that he says. I am going to analyze a Lincoln commercial that is trying to show that they’re car is very environmentally friendly but are playing it off like it’s a by-product of making a nice car this is not true and through a series of arguments I will show you that. This commercial uses

One of the largest car manufacturers in the world is located in Japan which is Toyota. Toyota’s employees believe in the high technology and innovation to provide their products to their customers. However, they should invest more money and their attention more to manufacturing more of the eco-friendly cars ("Business Overview", 2011).

Similarly government regulations in the United States and Europe are tightening up, consequently requiring cars to be cleaner and more fuel efficient. As a result, the collaboration with BMW is paramount to getting the most fuel efficient vehicles to the market in a timely manner so that GM can harvest a substantial profit. (3) In addition General Motors is working on the next generation of fuel efficient and gasoline free vehicles to help reduce the impact of the vehicle on the environment, while preserving personal mobility, which further indicates its commitment to innovation. (6)

Firstly, Tesla’s advertisement displays the phrase “Gas? Where we’re going, we don’t need gas” in white text, on the top left corner. This phrase draws attention to the audience especially by today’s society, where gasoline prices are ridiculously high. In addition, the phrase “go boldly into the future” is found in the bottom left of the ad. Since pollution and global warming is starting to be a major issue in our ecosystem, this appeals to consumers that are willing to leave a smaller ecological footprint. The advertisement uses propaganda to convince the audience that electric cars are the way of the future, and gasoline cars being the past. Finally, the advertisement displays a futuristic car, in dark blue, with the license plate Model S vehicle, driving on a scenic road, with green mountains in the background, and green plants off the road. The car in the scenic environment sets the mood of the eco-friendly vehicle that isn’t harmful to the environment. By persuading viewers that Tesla vehicles are environmentally friendly, and the way for the future, Tesla effectively persuades its audience.

On your weekly trip to the supermarket it’s easy to find a number of products, from coffee to dishwashing soap, that flaunt their green attributes” (American Psychological Association, 2010). With such rumors of greenwashing, consumers are more confused than ever. However, some consumers know the tricks and are coming to find that there are companies whose marketing practices are legit, not exaggerated or deceiving. APA also found that, “people are willing to spend more of their hard-earned green on green products, according to a 2008 survey of 9,000 adults performed by the global business firm Boston Consulting Group” (American Psychological Association, 2010). Consumers who are willing to pay more for a product or service are assuming that they are purchasing a healthier, safer, and better quality product or service for the environment.