The concerns were in general provided to the decreasing level of energy resources on earth and the increasing level of global warming due to the rapidly increasing number of automobiles used in the era. In order to minimise the impact of automobiles on the ecological balance of earth, the industry players introduced technologies which were built with the focus on fuel efficiency and minimum ‘greenhouse gas emissions’. Another motive to consider green technology in the development of fresh models was the need of competitive advantage in the fiercely competitive market. Experts have referred the era to be a transformational period for the industry with changes in technology, marketing perspective, and global outlook.
However, a significant question rests on this context regarding the efficiency of these technologies in rewarding the industry players with enhanced competency and limited impact on the ecological balance. With this concern, the objective of the paper will be to critically evaluate the efficiency of green marketing in enhancing the overall successiveness of the industry. The paper will thereby intend to analyse the current trends of the industry. Furthermore, the paper will also emphasise on illustrating the marketing strategies adopted by the major companies with relation to the ecological factors with the purpose of attaining the research objective. ...Show more