Greenpeace: The Threat of the Dark Side of Volkswagen

Antonio Chamorro-Mera ()
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Antonio Chamorro-Mera: University of Extremadura

A chapter in Case Studies on Social Marketing, 2019, pp 13-23 from Springer

Abstract: Abstract In 2011, Volkswagen launched a new version of its Passat model with an attractive advertising campaign entitled “The Force”. This campaign starred a cute boy dressed as Darth Vader, from Star Wars. The success of the campaign was used by Greenpeace to protest about Volkswagen’s policy of not supporting the measures to reduce air pollution that were being discussed by the European Union. The environmental group remade the original advert as a way of protesting against the German carmaker. The video quickly spread through the social networks. This protest campaign was reactivated in 2015 to denounce the fraud involving the CO2 emissions of Volkswagen cars. This case allows us to understand the concept of green marketing from the social perspective and the characteristics of an anti-advertising strategy to put pressure on companies to modify their behaviour and fight against greenwashing.

Keywords: Green marketing; Greenwashing; Greenpeace; Volkswagen; Anti-advertising (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-04843-3_2

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