Green Solutions in Automotive Industry

Eva Jaderná () and Jana Přikrylová ()
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Eva Jaderná: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Jana Přikrylová: ŠKODA AUTO University, Mladá Boleslav, Czech Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 1, 2-11

Abstract: Green marketing is part of a marketer’s decisions and attitudes. Green solutions in the production process support the idea of being eco-friendly. Being green is a big challenge in the strategic planning of the auto makers and therefore, they are expected to reduce CO₂ car emissions and be eco-friendly in their whole business cycle. There are many restrictions on cars and their production which car producers must follow. Some of these restrictions strictly regulate the domain of environmental standards. Nevertheless, the selected producers have sophisticated CSR (corporate social responsibility) programs in which extensive attention is paid to their green behavior. The aim of the paper is to show the importance of green solutions in company practices to achieve the position of the „green corporation” practicing green marketing. The discussion is supported by examples of green solutions in selected global players in the automotive industry. It also provides analysis of sustainability reports, green strategies and web sites of selected companies, to introduce major green solutions in practice. Green marketing uses a lot of techniques and marketing tools to communicate green activities with customers and other stakeholders.

Keywords: car industry; green solutions; pollution; environment (search for similar items in EconPapers)
JEL-codes: L62 M11 M31 (search for similar items in EconPapers)
Date: 2018
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