Study of green advertisements in indian automobile sector for environmental sustainability

Abstract

Worsening state of environment is a major concern for the world today. One major sector which is supposed to be the most notorious in degrading environment is the transportation sector. It is therefore important for the transportation sector to think of ways to reduce its carbon footprint. One of the popular way is the adoption of green marketing which incorporates all the elements namely product, price, place and promotion. It means that that the objective of the transportation sector should not just to develop the environmental friendly products but they should give the environment friendly identity too. The present paper has attempted to understand the green initiatives taken by the car manufacturing firms. For this purpose we have studied the advertisements shown on the television. The advertisements shown in the Television during 2012-2016 have been collected. Cues have been developed to interpret the advertisements with the help of previously conducted studies. Some of the cases have been discussed in the present paper too. The results indicate that the car making firms are still hesitating to establish the identity of cars as environment friendly.