The impact of using green marketing in automotive industry / Nurhafizah Zaid

Marketers and consumers are becoming more aware towards the harmful impact of pollutants which brings implication of the global warming, non-biodegradable solid waste any many other problems. Green marketing is a growing trend that spread into all industry worldwide. It concerns on the process of marketing products and services which gives the ecological benefits. There is a desperate need to shift to green products and services. Green marketing is divided into four categories which are product, price, place and promotion. The study focuses more on the green promotion implemented in the company. The purpose of conducting the research is to propose the complete use of technology, mobile device and social media in marketing activities to reduce the dependency of using papers and other traditional method to eliminate the need to hire salesperson. So the aim of this study is to know more on the technology that is currently used by the company for promotion and advertisement and to study on the impact of using green marketing in the company. The method that is used to gather information is by conducting interview and doing observations. The information was outlined into interview transcript for data analysis. The finding shows that the company focus on using the traditional method of promotion and even though there are many benefits that could be obtained by using mobile devices and social media. It proves that the organization does not embrace the importance of implementing green marketing in a larger scale as there is less evidence that the medium bring higher rate of return to the company.