Marketing sustainable cars: what might hybrids learn from the myths and storytelling behind the success of SUVs?
Richard Brookes and Richard Starr The University of Auckland, New Zealand
INTRODUCTION
Encouraging more responsible and sustainable consumption is fast becoming an important public policy goal. Global automotive marketing has traditionally encouraged purchase and consumption choices that are optimal for particular individuals. Many of these choices, however, have social and environmental externalities which extend beyond the individual consumer. Kotler and Keller (2006) sum up both sides of the issue when they ask: “Are companies that do an excellent job...