Toyota and Environmental Awareness

motivational forces behind consumer decisions when buying products or goods. And last point of
our project will be to find out if Toyota as a car industry, successfully on an economic point of
view, attracted customers with its environmental initiatives. Our project will therefore firstly try
to find out if there is a real environmental awareness amongst our citizens, and finally find out
what main steps have to be taken within the company to attract environmentally friendly
customers. We will therefore analyze the environmental friendly market trend as being a
challenge for Toyota, where it has to adapt. Toyota has through the years with changes and
initiatives, successfully attracted customers and augmented their revenues compared to other car
companies, such as Nissan.
3.rd Semester Project: Toyota and Environmental awareness 20-12-2012
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Table of Contents
Abstract ................................................................................................................................................... 2
Introduction ............................................................................................................................................ 5
Problem Area .......................................................................................................................................... 5
Problem Formulation .............................................................................................................................. 6
Research Questions ............................................................................................................................. 7
Project design.......................................................................................................................................... 7
Methods.................................................................................................................................................. 9
Data specifications............................................................................................................................. 10
Ontology ........................................................................................................................................... 12
Epistemology ..................................................................................................................................... 13
Toyota ................................................................................................................................................... 13
Environmental awareness ..................................................................................................................... 15
Environment and the US: ................................................................................................................... 16
Environment awareness in China: ...................................................................................................... 18
Theory ................................................................................................................................................... 21
Consumer theory: .............................................................................................................................. 22
The buying decision process; ......................................................................................................... 28
Toyota’s consumer’s behaviour: ........................................................................................................ 32
Kohlberg’s theory of moral development: ............................................................................................. 34
Kohlberg Applied to Business: ............................................................................................................ 35
Legal: ............................................................................................................................................. 36
CSR: ............................................................................................................................................... 36
Economic reasons: ......................................................................................................................... 38
Summary ....................................................................................................................................... 38
Toyota’s initiatives ................................................................................................................................ 39
The Application of Social Response Product Development by Toyota: ................................................ 41
New Green Line of Thought to the Automotive Market: ................................................................. 42
Toyota’s Production System influence: .......................................................................................... 42
The New Knowledge Floor that Hybrid Car’s provided:................................................................... 42
Toyotas results ...................................................................................................................................... 43
Toyota Prius Sales .............................................................................................................................. 44
3.rd Semester Project: Toyota and Environmental awareness 20-12-2012
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Toyota’s incomes: .............................................................................................................................. 44
Other hybrids sales worldwide:.......................................................................................................... 46
Toyota’s and Nissan’s income comparison ......................................................................................... 47
Conclusion ............................................................................................................................................. 49
Reliability and Validity ........................................................................................................................... 50
q.1: ................................................................................................................................................ 50
q.2: ................................................................................................................................................ 50
q.3: ................................................................................................................................................ 51
Limitations: ....................................................................................................................................... 51
Bibliografy ............................................................................................................................................ 52
Appendix. .............................................................................................................................................. 57
3.rd Semester Project: Toyota and Environmental awareness 20-12-2012
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Introduction
Nowadays consumers have started to pay more attention to the environment and also made
business react to environmental issues. The...

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