Branding for Green Marketing Esty, Research Proposal

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34). The authors give a basic overview of the science behind major environmental concerns, and also, more importantly from the marketer's point-of-view, they examine how the public perceives these issues.

This book is particularly valuable to read in light of the current national debate over the future of the American car industry, because of its case study of the Ford Motor Company. The case of Ford illustrates how marketers cannot ignore how environmental issues are positioned by in the media, as well as the science behind the issue. Ford strove to create a green manufacturing plant, in an effort to deflect criticisms from environmentalists.

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However, by still producing the same SUVs that became symbolic of environmental waste, Ford still was rejected by environmentally-conscious consumers in favor of foreign competitors like Toyota, which manufactured hybrid cars like the Prius and made environmentalism synonymous with its brand image. Without focusing on what the customer saw and used -- the car, rather than the supply chain -- Ford's green factory did little in terms of improving its image (Esty & Wilson 2009, p. 236). In short, greening a company is a combination of real science….....

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