Prioritizing of Customer-Oriented Sustainable Automotive Marketing Criteria
Keywords:
Electic vehicles, sustainability marketing, marketing mix, sustainable transportation, Green ConsumersAbstract
The purpose of the study is to develop a sustainable automotive marketing mix and prioritize the elements of this mix using the Best-Worst method. In order to achieve this purpose, firstly sustainability practices in the automotive sector have been examined and presented in depth. These practices are then integrated into the traditional 4Ps of marketing. The appropriateness of the criteria under the marketing mix elements was tested and revised through a focus group study. Afterwards, four main criteria—Product, Price, Promotion, and Place—along with their sub-criteria, were analyzed by BWM to understand their relative importance to consumers. The findings reveal that Product is the most critical criterion, emphasizing features such as recycled materials and renewable energy sources. Price follows as the second most important factor, with flexible pricing models and financial incentives standing out. Promotion and Place, though less critical, highlight the role of sustainability initiatives and charging infrastructure.
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