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Getting The Green: Understanding The Market For Eco-Friendly Tires, Julia E. Mallinak, Kira L. Sizemore, Nicholas A. Moyer, Pauline G. Gaynesbloom, Kyle R. Costal
Getting The Green: Understanding The Market For Eco-Friendly Tires, Julia E. Mallinak, Kira L. Sizemore, Nicholas A. Moyer, Pauline G. Gaynesbloom, Kyle R. Costal
Williams Honors College, Honors Research Projects
The Goodyear Tire and Rubber Company has developed a new tire that replaces petroleum with a more sustainable resource: soybean oil. Following an unexpected surge of popularity in the press, Goodyear decided to look into marketing options for this new tire. For this purpose, the research team is testing market reactions to eco-friendly products, reactions to specific tire names, and potential pricing options for the tire.
Previous research indicated multiple areas of concern, including a general skepticism towards “green” terminology, perceptions of low quality in eco-friendly products, and a lack of willingness to purchase eco-friendly products in older generations. The …