Influence of Greenwash Marketing Strategies on Luxury Car Markets

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

Greenwashing refers to a marketing strategy meant to “promote the deception that an organization or businesses' goals and objectives are environmentally friendly”. Greenwashing also implies used by businesses in which green PR or green marketing is deceptively used to promote the perception that an organization's aims and policies are environmentally friendly. The term is often used when organizations spend hefty amounts at encouraging environmentally sound practices, rather than implying suitable policies in their operations. More money or time has been spent advertising being green (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices. In this study we would attempt to analyse the impact of the various greenwash marketing strategies on the buying behaviour of consumers in the luxury car markets. The dissertation could prove to be quite useful and enhance the readers' understanding about the concept and also highlight its relationship to the buying behaviour consumers when it comes to luxury vehicles.

Table of Contents

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION1

Background of the Study1

Corporate Strategy Diagnosis1

Cultural Differences & Role of Advertising1

Purpose of the Study2

Problem Statement2

Rationale of the Study3

Aims and Objectives4

Theoretical Framework5

Origins of Greenwashing in Business5

Research in Advertising5

Research Questions7

CHAPTER 2: LITERATURE REVIEW8

Orthodox Views on Green marketing8

Impacts of Greenwashing8

Green washing10

Green marketing13

Relationship between Greenwashing& Consumer Behavior14

Green Advertising17

Overview of the Luxury Car Market18

Influence on Buying Behaviour in the Car Market21

Consumer Decision-making22

CHAPTER 3: METHODOLOGY25

Research Design26

Research Process26

Research Method27

Research bias28

Data collection28

Sampling28

Data analysis29

SPSS tool29

Data Analysis29

Informed consent30

Ethical Concerns31

CHAPTER 4: DISCUSSION AND ANALYSIS32

Discussion32

Demographics (section A)32

Buying behaviour (section B)35

CHAPTER 5: CONCLUSION AND RECOMMENDTIONS42

Green marketing as a customer exchange relationship42

Green marketing Functions and Environmental Turbulence42

Recommendations44

References46

APPENDICES50

CHAPTER 1: INTRODUCTION

Background of the Study

Many decades ago, the concept of advertising and marketing tools was not quite established. Earlier in the 60s, the meaning of corporate strategy was not well known. Many dictionaries did not provide an adequate definition, since they still defined strategy in a military context as "the science and the art of deploying forces for battle. This guides the organizational behaviour as it adapts to changing environmental challenges, threats, and business opportunities. These authors repeatedly emphasized the paramount importance of strategy and strategic thinking in the modem business organization, and in management (Rao et.al, 2005).

Corporate Strategy Diagnosis

What management strategist would refer to as "Strategic issues" of the global market. But what is needed today in order to survive international trade competition is first strategic diagnosis, strategic issue management and competitive posture analysis of the firm. This will provide strategic information necessary to assist the executive to competitively position their ...