SUSTAINABLE MARKETING PRACTICES AND THEIR EFFECT ON CONSUMER ADOPTION OF ECO-FRIENDLY VEHICLES

Authors

  • Dr. R. RAMMOHAN REDDY Author
  • P. RAMESH Author

Keywords:

Green Consumer Behavior, Sustainability in Automobiles, Awareness, Brand Perception, Marketing Strategies

Abstract

Long-term marketing tactics are being adopted by automakers more frequently in an effort to satisfy the rising demand for environmentally friendly automobiles. This article explores the long-term marketing strategies used by Tata Motors to advertise their line of environmentally friendly cars. Tata Motors wants its name to become synonymous with environmental sustainability.Its tools in the battle for environmental justice include eco-friendly products, creative green technology, and sustainable marketing. This article examines Tata Motors' initiatives to guarantee its financial and environmental sustainability, with a particular focus on the company's strategy to highlight the long-term advantages of its electric and hybrid automobiles. Targeted advertising and educational initiatives are examples of successful long-term marketing strategies that significantly influence consumer behavior and brand loyalty.  Tata Motors hopes to improve its market position and lessen the adverse environmental effects of the automobile industry by implementing sustainable marketing strategies.

Author Biographies

  • Dr. R. RAMMOHAN REDDY

    Associate Professor, Department of Master of Business Administration, TRINITY COLLEGE OF ENGINEERING AND TECHNOLOGY, PEDDAPALLY, TG.

  • P. RAMESH

    Assistant Professor, Department of Master of Business Administration, TRINITY COLLEGE OF ENGINEERING AND TECHNOLOGY, PEDDAPALLY, TG.

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Published

2026-03-19

Issue

Vol. 2 No. 1 (2026): Volume 2, Issue 1, January-March, 2026

Section

Articles

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Copyright (c) 2026 Journal of Management Excellence

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