Green Initiatives in Automotive Sector

Chapter 1: Introduction

1.1 Background

Automotive industry in the world is facing several issues related to business sustainability as a result of significant changes occurred in the business environment. Therefore, automotive companies are facing problems for ensuring continuous business growth and stability due to change in interest or behaviour of consumers, increase in global pollution, increased importance of ethical business practices for welfare of society, change in government legislation for attainment of environmental safety norms and many more (Crowther & Seifi, 2018). All these factors have played critical in the emergence of sustainability issues in business management. Therefore, companies have addressed frequent changes in the business environment such as change in interest of target consumers, emergence of new technology to meet green initiatives, increase awareness among people about safety of environment, change in perception of society about personal transportation, emergence of strict government regulation for reducing the carbon emission among different automotive products (Unit, 2015).

For handling business sustainability issues, automotive companies have adopted strategy in which companies are now focusing on ethical business operations in which automotive firms are adopting new technologies for lowering the amount carbon emission from its vehicles and production through which companies are able to influence perception or motivation of level targeted buyers with the help of fair public image (Grayson & Hodges, 2017). In addition to that it has found that automotive companies are trying to adopt different kinds of green initiatives such as reduction in consumption of fuel in cars, development of new technologies, improvement in efficiency of production for lowering the consumption of energy, reduction in wastage of resource and formulation of wide range of environmental protection plans so as management is able to influence consumers towards the products and services of business entity by presenting a fair image of the business entity (Crane, Matten & Spence, 2019). Therefore, the present study is going to evaluate different factor that influences automobile companies for managing sustainable business operations under the ethical norms. In the context of the contemporary business environment, ethical business practices, as well as consideration of social welfare norms in business procedures, have played an important role in influencing the purchase decisions of the target consumer. It seems that people are more aware of the safety of the environment as a result of global warming, reduction in consumption of fossil fuel that is having huge impact on their decisions about the selection of transportation of medium as well as the purchase of vehicles (Ağan & Açıkgöz, 2016). Therefore, alteration of the perception of ethical business norms influence automotive companies for consideration of new business strategies and approaches for promoting organisational sustainability and it could be termed as an important cause for stimulating the business growth within the contemporary business environment and new legal norms. In this regards, this report is also examining corporate strategies for Ford which is addressed as a leading automotive company in the world, to determine the role of ethical business operations and change in consumer’s behaviour about the automobile industry within organisational sustainability and these factors have played an active role for influencing different factors of business environment (Asgary & Li, 2016).

1.2 Research Question

As per the research background, a research question is mentioned below that influences all aspects of the present study:

‘To what degree of influence is Ford Motor Company’s Corporate Strategy of sustainability an influence on consumer’s purchasing behaviour?’

Aims and objectives

Aims

The study’s aims determine the basic standards and goals through which the researcher controls a variety of operations of a systematic study. It covers all aspects of research motives. In the context of the present investigation, aims are listed below:

Aim 1 – to further the understanding of emerging consumer motivations towards the purchase of personal transport

Aim 2 – to understand whether in the absence of Government legislation automotive manufacturers would follow an ethical approach

Aim 3 – to understand whether consumers are primarily motivated to purchase greener vehicles or forced to do so by Government legislation

Objectives

To attain research aims, research objectives provide additional support for enhancing the effectiveness of different research operations. Therefore, the objectives of the present study are mentioned below:

Objective 1 - conduct a comprehensive literature review determining key theoretical aspects and emergent discourse of:

corporate social responsibility

consumer behaviour

Objective 2–synthesise emergent themes of corporate social responsibility and consumer behaviour to establish business environmental trends

Objective 3–analyse through the collection of primary data whether consumer motivations are aligned with emergent business environment trends

Objective 4–draw conclusions from the data analysis in answer to the research question

1.3 Justification for the research

The present study is aimed to determine factors of the business environment that influence company’s business operations and management strategies for attainment of the objectives of organisational sustainability with the help of business ethics so as an automotive company is able to influence purchase decisions of consumers. The rationale behind the selection of the present topic of investigation is that there have several studies performed on organisational sustainability, assessment of consumers behaviour and importance of environmental safety norms in business policies (Sukitsch, Engert & Baumgartner, 2015). The particular study is focusing on understanding this trade-off is to analyse in detail Ford Motor Company’s corporate strategy towards more ethical operations and to gather data from potential consumers to understand their motivations and whether those are strongly influenced by an ethical stance against more traditional motivators such as price and brand. However, the present study is going to disclose a distinct overview about different factors linked with sustainable business operations and ethical norms of an automotive firm that influence purchase decisions of consumers about personal transport (Salvado, Azevedo, Matias & Ferreira, 2015).

In addition to that this study evaluates different factors of the business environment that are playing an important role in promoting ethical business operations. In addition to that, the present is found more useful for the automotive industry and its consumers because it examines the role of government legislation for influencing companies in order to follow ethical business norms and management practices (Lin & Ho, 2016). Furthermore, the importance of present investigation is significantly enhanced because it is tired to establish a relationship between sustainable or ethical business operations automotive company along with purchase decision of individual consumers. Therefore, the finding of the present investigation provides an in-depth understanding of current trends in ethical business operations as well as their implications of consumer’s behaviour.

1.4 Outline methodology

The current is focusing on analysing different variables of sustainable business practices and current trends in the business environment of global automotive industry so as an organisation can influence purchase decisions of consumers along with their perception about the particular company. Therefore, the researcher has considered both primary and secondary sources of information to assess a variety of information (Schöggl, Baumgartner & Hofer, 2017). In addition to that, the whole research work has been performed with reference to different variables based on quantitative research methodology that has supported researcher for analysing the information which has been gained through direct survey and primary sources for the attainment of research objectives with an appropriate manner. For analysing a variety of data, SPSS software tool has been selected by investigator through which investigator is able to determine the relationship between different variables based on consumers purchase decision, corporate social responsibilities of automotive firm and current trends in business environment with the help of descriptive statistics (Günther, Kannegiesser & Autenrieb, 2015). Further evaluation of findings of descriptive statistics is going to be performed with reference to findings of theoretical analysis or views of the different authors which have been mentioned in the section of literature review, but the final interpretation of both primary and secondary data is carried out in the chapter of findings and analysis.

1.5 Outline of the chapters

The present is going to complete in 6 different chapters in order to generate appropriate research outcomes which are mentioned below:

Introduction

It is termed as the first section of every research report that presents a basic overview of the study’s background, research question, aim and objectives through which investigator manages different research procedures to attain study goals. This section also presents the rationale of investigation as well as the elaboration of important terminologies. This chapter helps the reader in order to assess a quick overview of the whole study.

Literature review

It is considered as the second chapter of the present study that provides an in-depth understanding of the view of different authors, online articles and findings of past studies so as an investigator is able to enhance the efficiency of research outcomes (Sukitsch, Engert & Baumgartner, 2015). In this section, researcher carries out a theoretical analysis of findings and views of the different scholar as well as an assessment of different theories and approaches about the subject by assessing the information from various secondary sources that include a book, online journals, internet-based articles and findings of the previous researcher in the context of the present study.

Methodology

This section determines the basic framework or combination of different research methods and approaches that have been followed by the researcher while conducting the whole study. The present is evaluating various aspects of sustainable business operations along with consumer behaviour so as this section helps the researcher in the selection of best tools for data collection, the best approach for analysing a wide range of primary and secondary along with most appropriate research method or design and many more (Williams, 2017). In every study, the appropriateness of research findings is directly correlated with the reliability of research methodology.

Analysis and Findings

It is identified as the most important section for every study because it provides research findings by analysing a variety of data which have been gained from different sources. Therefore, it can be stated that the success of a systematic study is significantly the reliability of research findings. In the context present investigation, this section presents the findings of SPSS in the form of quantitative data along with its evaluation with information which has been gained through secondary sources in the section of literature review.

Interpretation and Conclusion

This chapter presents an interpretation of different aspects of present study such as aim, objectives and methodology and also describes their usefulness while completion of different tasks and strategies in the whole study (Vaz, Rauen & Lezana, 2017). This section also determines the conclusion by evaluating the findings of primary and secondary data analysis as per the topic of investigation.

Recommendation

The present investigation is carried out by taking special attention on the management practices of Ford with the automotive industry in relation to sustainable business operation so as this section provides some recommendations as per the finding of the present study. By considering these recommendations and suggested an alternative plan, the management of Ford could implement changes in business operation as per the current market trends in order to examine consumer’s perception.

1.6 Definitions

Consumer behaviour is defined as the perception of individual customers, groups or organisations that influence the different aspects of purchase decisions such as selection, buying, usage, and dispose of particular ideas, goods as well as services for satisfying distinct needs and wants. It is also termed as actions of the consumers within a particular marketplace (Ho, Ding & Lii, 2017).

Corporate social responsibility (CSR) is defined as a self-regulating business model that helps a company for managing sustainable business operations. The approach influences an organisation in order to become socially accountable for the company itself, its stakeholders as well as general citizens. By practising corporate social responsibility, business entity develops its consciousness about the implications of different business operations on the economic, social, and environmental (Elg & Hultman, 2016).

The business environment is considered a combination of a wide range of internal and external business factors that are having a direct impact on overall business efficiency as well as the business decision-making process.

1.7 Summary

As per the above assessment, it can be stated that the present study has paid especial attention for determining the role of organisational sustainability linked with the ethical business for influencing the purchase decision of target consumers. This section determines the aim and objectives that help the researcher for analysing a variety of information to attain research gaols. This part of the report also describes the reliability of other section to meet research goals.

CHAPTER 2: LITERATURE REVIEW

2.1 Introduction

The section of present study helps researcher in order to gain in-depth understanding of different management theories, approaches, views of different authors, business strategies, and finding of past studies in the context of business environment, automotive industry, consumer behaviour, corporate social responsibilities and various other factors which are linked with aims and objectives of present study (Abdulrazak & Amran, 2018). For this purpose, the researcher has focused on different sources of secondary information that include online books, journals, internet articles, reports of companies and various other for assessing reliable data in order to research objectives.

2.2 Parent disciplines

This research is linked with different parts of management studies, and it is related to the discipline of business management. This is because the present study is tried to evaluate different elements of sustainable business operations such as corporate social responsibility, business ethics, and consideration of legal norms and others with reference to the automotive industry (Barkakati, Patra & Das, 2016). It also determines the implication of fair business policies on purchase decisions of consumers so as this study has paid significant attention for analysing determinants of consumer behaviour that is termed as the most important field of management studies. Therefore, the current study plays a critical role in enhancing the understanding of different factors of the business environment as well as elements that influence purchase decisions.

2.3 Theoretical analysis of Corporate Social Responsibility (CSR)

Corporate social responsibility is being termed as an important element of the contemporary business environment that provides an important framework for defining the mission and vision of a business organisation, as well as it also determines the obligations or accountability of particular company (Boccia & Sarnacchiaro, 2018). In modern business operations, CSR is termed as groups of policies and programs which are focused on benefitting the different stakeholders of an organisation. These stakeholders include the employees, suppliers or contractors, customers and the community where the business entity operates its business operations. The study of Vartiak (2016) has evaluated the Economic Model of Corporate Social Responsibility and determined a conservative view about the CSR that shows that the primary objective of a business organisation is to generate the appropriate amount of profits and pay special attention to the interests of its owners or shareholders. In this approach, an organisation needs to offer wider range of suitable goods and service with reference to market demand. It is termed as a traditional view of corporate social responsibility that has paid significant attention to the profit earning capabilities of a business entity to meet the requirements of shareholders (Crowther & Seifi, 2018). In the context of the automotive industry, this kind of situation was identified during the initial stage of industrialisation when automotive companies started their operations and paid huge attention to brand and business profitability.

On the other hand, the research of Schambers and et al., (2018) has paid significant attention to the Socioeconomic Model of Corporate Social Responsibility and has determined this model as a most important element of the contemporary business environment and lead significant impact on overall business operations. The author further argued that business organisations are not only accountable for their respective investors or shareholders but also to their stakeholders (Unit, 2015). It includes suppliers, employees, environment, customers and society. Essentially, it has been addressed that all stakeholders of an organisation are directly and indirectly influenced by h operations of a business entity such as environmental pollution. The inclusion of stakeholders is being termed as a basic framework of the socioeconomic model of corporate social responsibility or the stakeholder theory of corporate governance. Grayson & Hodges (2017) have evaluated that this framework has found very effective for creating “Shared value” in which business entity adopts such practices which are not only providing several benefits to the investor but also benefitting to the community as a whole. In the context of the contemporary business environment, Corporate Social Responsibility is being termed as the most critical element of organisational sustainability that has a direct impact on the brand value, market image and goodwill of an organisation. As per the study of Crane, Matten & Spence (2019), it has addressed that corporate social responsibility seems an important part of business ethics and business ethics is identified as most essential image on corporate growth and business the success. This is because when a company formulates businesa s policies and strategies with consideration of CSR and business ethics, then the business entity is able to present distinct its image in front of society and target consumer;s (Ağan & Açıkgöz, 2016). By creating a positive perception amoa ng target consumers, a firm is able to influence the purchase decisions of consumers in its favour. Asgary & Li (2016) have evaluated that fair corporate image and consideration of sustainability in business strategies have been addressed as most effective strategies in the modern business environment because consumers are always preferred the products of such companies that have presented its distinct market value.

The investigation of Sukitsch, Engert & Baumgartner (2015) has focused on CSR activities in global automotive industry and found that Automotive industry is termed as one of the biggest economic sectors in the worldwide, and the company can take significant advantage and benefits from communities with the help of a wide range of Corporate Social Responsibility related practices. In this regards, companies are currently focusing for investing in future that includes the creation of efficient technologies for driving change in electric cars, material management, application of green initiatives in the production process and many more (Lin & Ho, 2016). All these practices and projects help companies for promoting a distinct image of a business entity within highly competitive market trends by taking CSR as an important tool of marketing promotion. Salvado, Azevedo, Matias & Ferreira (2015) argued that technological development cannot be considered a very difficult task, but development of a certain technology that could fulfil all commercial and social objectives was identified as most critical element of corporate strategy, and it could be considered as an important driver of sustainability in business operations.

2.4 Ford Motor Company Business Strategies and Corporate Social Responsibility

The analysis of the business strategy of Ford has determined that Ford was established its business operations 1903 and company is being addressed as a global automotive manufacturer and financial services organisation that is having a headquarter in Dearborn, USA. Company has maintained significant success with its global presence of design and manufacturing facilities. Currently, the company has more than 2,00,000 employees that are 7working in different locations in different countries (Ford, 2017). As per the analysis of sales data of Ford, it has found that company has sold 6.607 million vehicles in all over the world in the period of 2017 with stable growth in sales (Ford, 2018). The global vehicle manufacturing industry has maintained 2% growth in sales of 2017, and around 94.9 million units have been sold in 2017 in which Ford has maintained 7% market share in the global business environment (Statista, 2018). In this context, the study of Tench & Yeomans (2017) has determined that global vehicle manufacturing industry is not achieved. Therefore, the maturity phase of the product lifecycle is playing a critical role in reducing the new business opportunities for growth in new markets and new products. Saunders, Thornhill & Lewis (2015) have stated that the approach of business ethics has played a critical role in the creation of a distinct image of a business entity. This approach supports companies for influencing the behaviour of consumers about the products and services of a particular organisation as a result of fair business operations. It has been addressed that vehicle manufacturing companies are facing negative consequences of market maturity; therefore, companies are trying to enhance brand value by using a sustainable business environment (Rosoff, 2016). This approach supports companies in order to generate greater market share in limited business growth opportunities.

In this context, Revell, Stokes & Chen (2010) have stated that business ethics is being termed as a systematic study of society’s perceptions of right and wrong in different situations and there are no universal agreements occurred to determine the approach of ethical business with an appropriate manner. Multiple theories have tried to determine the concept that could offer best aspects of business ethics in which the theory of relativism has determined that there is no universal right and wrong and that ethics must be determined through context and is subjective in a different situation (Okoye, 2009). For assessing different aspects of the business environment, right and wrong can be established rationally through universal laws. Further investigation has determined that the consequentialist theories of egoism, utilitarianism and altruism that have elaborated different context about business ethics as well as fair business practices. As per the study of McGee (2016), it has addressed that the discourse of ethical thinking is being played a critical role in highlighting an emerging paradigm of CSR. For analysing different aspects of CSR, Ford Motor Company (Ford) is being recorded amongst the 100 World’s Most Ethical Companies for the last eight years with reference to the theory of utility applied. Ford has maintained significant sustainability within different business operations in the field of human rights, safe working conditions and focused on ensuring suppliers in order to meet Ford ethical standards (Milanés-Montero & Pérez-Calderón, 2011).

The analysis of different business strategies of Ford has derived that Ford is facing some strategic issues as a result of a change in the global automotive industry in which the emergence of the electric vehicle (EV) and mobility market have influenced companies in order to adopt new approaches for the reduction of Co2 emissions. Therefore, the global automotive industry has found a new era of automobile technology and development in which ‘motor vehicle’ will be replaced by ‘mobility’ (Manara, 2017). In this regards, the study of Levin (2015) has determined that unexpected speed of technological development and advancement in low-cost technology in the green vehicle have found very effective in creation of both opportunity and strategic issues. The importance of electric vehicles and green initiatives has significantly enhanced due to change in government legislation along with media reporting that have created the negative impacts on the demand of motor vehicles (Joshi, Lazarova & Liao, 2009). Further investigation has derived that Diesel Emission Scandals have played a critical role in increasing the importance of green initiatives and sustainable business operations.

The study of Hove (2004) has carried out the Gap Analysis due to a change in the spending of consumers. In this regards, there has been significant growth addressed within the spending on the transport of goods and personal since 1970 by 4%. In addition to that, spending on personal transport has been growing by 2% per year with reference to GDP growth of 2.5%/year (International Energy Agency, 2017). Stoll (2017) argued that sustainability in business practices is being termed as the most effective marketing tool that is overarching and universally supported across an entire organisation which creates a vision for all to work towards. Therefore, business ethics provides a basis for controlling organisational efficiency in a positive manner through which companies are able to influence the perception of people about the products of a particular organisation. The mission statement should create a vision of what the company is about and what it wishes to become by managing different business operations related to collective working and integration of corporate objectives with interest stakeholders (Dargay, Gately & Sommer, 2007). The study by Ford (2017) has determined that an ethical business approach is being termed as an important part of corporate identity and its image that influences customers in creating a collective identity towards the company vision. Therefore, the management of Ford has to produce an appropriate mission because consumers are becoming increasingly disillusioned by organisations so as ethical business operations would be able to support management in order to create distinct image of business entity in front of consumers that would help business entity for managing the business operations within the highly competitive business environment (Debord, 2017).

As per the study of Grayson & Hodges (2017), it has addressed that automotive industry is focusing on the three Horizons for managing the business strategy in which the first element is focused on the on core business such as profit maximisation, the second approach is linked with expansion of business in newly emerging business (electric vehicles) and the last section is linked with the viable options such as autonomous, car sharing and mobility (Ağan & Açıkgöz, 2016). The analysis of three horizon business approach with reference to business practices of Ford has determined that Ford has opted for a forward-looking vision in which business entity is tried to assess current market trends. However, it has been evidenced in media commentary and the financial state of the company, a strategy that misses the core business can equally fail because it enables the next strategic step.

As per the study of Asgary & Li (2016), it has found that the greener vehicle market represents a paradigm shift in the approach to the reduction of CO2 emissions. In the context of green vehicles, leading manufacturers BMW and Toyota with General Motors (GM) have been emerged as a major player and have increased the competition level so as the importance of goodwill of an organisation is significantly enhanced. Further investigation has found that market disruptors like Tesla have been serious threats for Ford with reference to market capitalisation. The research of Sukitsch, Engert & Baumgartner (2015) has determined that investment in the EV technology has played a critical role for lowering the cost of green vehicles and accelerated production capabilities in order to meet the growing demand for EVs. The analysis of future business trends has determined that EVs would be projected the 60% of the total vehicle sales market till 2030 because people will be preferred such products and services that would meet all ethical standards in the form of the safety of environment and benefit to society (Lin & Ho, 2016). In the context of social innovations, various tech companies are focusing on a wide range of tech-based solutions for the automotive industry so as the demand of tech-based solutions and automotive products have significantly enhanced within the highly competitive market due to change in the interest of customers.

The research of Salvado, Azevedo, Matias & Ferreira (2015) has addressed that ethical business operations are playing a critical role for influencing the motivation level of targeted consumers. Historically, it has seemed that businesses have tended towards egoism and always prioritised the profit of the company without consideration of any consequences of society or environment (Rosoff, 2016). As a result of a change in the business environment, the importance of organisational sustainability is significantly enhanced. Therefore, a new concept has emerged that is called ‘intergenerational justice and the conservation of options’. In this context, a normative theory of utilitarianism has determined the role of organisational sustainability by determining the Venn Diagrams of environment, economy and society with ethical, legal and social responsibility (Okoye, 2009). In other words, meeting ones needs now without compromising the needs of future generations. An increasing shift in the expectation for moral teleological utilitarianist leadership has emerged binding companies to higher standards of ethical behaviour. These approaches have influenced companies to structure business operations and management strategies within the automotive industry.

The study of McGee (2016) has evaluated that importance of sustainable business operations have significantly enhanced during the early 1700s when German industries have realised that excessive deforestation in support of industry was depleting resources. Further, sustainability is an extension of consequentialism; the consequences of actions are the measure of right and wrong within contextual boundaries (Milanés-Montero & Pérez-Calderón, 2011). Revell, Stokes & Chen (2010) have determined different aspects of social studies and have worked on utilitarianism that ascends to maximising the greatest good to the greatest number. Importantly, utility considers all participants to be equal. Further investigation has found that ‘The Limits of Growth’ approach has gained greats response because it is focused to develop sustainability as a global system, forecasting that the predating egotistic practices at rates of consumption would lead to system collapse without change within 100 years. Sustainability has parallel concepts with consideration of three Es (environment, economics, equity) and CSR (corporate, social, responsibility) (Crowther & Seifi, 2018). Apart from that, there are several opportunities presented in overall market growth. The research of (Grayson & Hodges, 2017) has stated that demand for demand is significantly influenced by the increase in the income level of people. This work predicts new emerging market would find a significant growth in their sales in the context of vehicles such as China 11.1%, India 8.1% and Brazil 4.1% with overall global vehicles sales increasing 3.4% in line with predicted global GDP growth (Crane, Matten & Spence, 2019).

2.5 Analysis of consumer behaviour

The research of Saunders, Thornhill & Lewis (2015) has stated that consumer behaviour or perception of consumers is playing a critical role in influencing the growth and success of an organisation. In the automotive industry, companies have identified several factors such as demographics, income level, personal interest, organisational policies, social welfare and safety of environment that are having huge impact on the perception of the consumer about the particular product and services (Unit, 2015). In this regards, the study of Ağan & Açıkgöz (2016) identified completely new customer thinking on personal transport with car purchases amongst 18-29 year olds dropping 44% over a 10 year period citing the emergence of car sharing with young people demanding increased connectivity, flexibility and reduction in overall motoring costs (Asgary & Li, 2016). As per the research of Vartiak (2016), the overall market disruption influences the management of Ford in order to represent both a strategic issue and an opportunity. The risk presented is Ford’s readiness for the application of changes which are needed in both terms such as financial position, but the company has paid special attention to their product development and implementation (Ford, 2018). Diversification strategies present the highest risk, but the management of Ford is mitigating this risk by separating the internal environment from its core business with a recent announcement about their new.

The investigation of Tench & Yeomans (2017) has determined that Sustainability has become a common goal for political, societal and economic development. In addition to that this objective is significantly supported by various development institutions such as the United Nations and World Bank. In this regards, the Ethisphere Institute has provided world ranking to companies about the different context of business management based on the sustainability of the business. In this regards, the study has determined the two broad motivational factors for encouraging sustainability (Crowther & Seifi, 2018). ‘Profit-seeking’ is determined that companies establish sustainability only to increase profit by increasing sales as well as influencing the brand value. The further approach of ‘Legitimacy-seeking’ influences companies reacts to societal pressures to secure legitimacy. This investigation has determined that companies required to pay appropriate attention to the skills and efficiency of business operation for the attainment of all kinds of ethical norms and policies. As per the study of Schambers and et.al., (2018), it has addressed that Ford has adopted a distinct approach for dealing with sustainability issues because the company’s ethical qualities questioned over the last 40 years, 1972 Ford Pinto, 1999 Firestone tyres, 2010 accelerator pedal and 2008 bailout requests (Ford, 2016). In this context of Crane, Matten & Spence (2019) suggested that sustainability can counter misconceptions, provided great support for publicising best practice or at best, make-up for past failings while relying on the public to make their own associations what an ethical award. All these practices have found very useful for enhancing positive perception among targeted consumers. The study of Sukitsch, Engert & Baumgartner (2015) has determined that a profit-seeking viewpoint, sustainability and ethical awards have been addressed a great tool for enhancing the brand image as well as the creation of value. Further investigation has determined that an ethical approach is being seemed to become important part of brand identity. As per the study of Salvado, Azevedo, Matias & Ferreira (2015), it has found that the creation of a collective identity seems an important vision of stakeholders. A further reason for Ford’s adoption may be due to changing stakeholder views on CO2 emissions. In this context, the adoption of government policies in sustainability management of business operation provided great support in the creation of a distinct image of the business unit (Ford, 2016). Government regulators have forced automotive companies to consider environmental impacts, and it would offer great support in the creation of customer thinking on personal transport and has forced Ford to protect its profits by adopting a more socially orientated business model.

The research of Lin & Ho (2016) has determined different aspects of profit-seeking objectives in which a ‘Profits and Principals’ model related to Royal Dutch Shell is being addressed as a most important sustainable development principle. The model demonstrates that sustainability can be managed with the help of cost reduction, building customer loyalty, reducing risks factors and creating new options. These elements improve relations with stakeholders, increase access to capital and attract talent. These have offered great result by increasing the shareholder’s value and society’s wealth (Evely, Fazey, Pinard & Lambin, 2008). As a result of a change in the business environment, companies are tried to manage their responsibilities to a broader range of stakeholders for long-term value creation with consideration of both macro and micro social and environmental concerns. The research of Günther, Kannegiesser & Autenrieb (2015) has determined that sustainability is being identified as ’fashionable’ approach as well as most effective marketing tools that have found very effective for making firm’s legitimacy-seeking that would pay critical role in creation of distinct brand value as well as formulation of competitive edge over all other companies. Therefore, business ethics have emerged as the most important elements that influence the perception of different stakeholders, along with consumer behaviour.

2.6 Summary

The above assessment has determined that business ethics and fair business practices have found very effective for dealing with sustainability issues. This literature has determined that Ford has formulated different business strategies for handling the different business scenario in the context of corporate social responsibilities so a company can influence the behaviour consumers.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

It is termed as a basic framework which has been followed by an investigator for controlling different aspects of present study so as the researcher is able to generate appropriate research outcomes as per the study goals. In this context of the present investigation, the researcher is focused on determining the role of ethical business operations for influencing consumer’s behaviour within in automotive industry (Kumar, 2019). The present has focused on evaluating the social perception of people about ethical business practices along with their purchase decision, especially within the automotive industry. The success of the whole investigation is highly correlated with appropriateness and reliability of research methodology.

3.2 Methodological consideration

3.2.1 Justification for selected paradigm and methodology

Interpretivism philosophy: The research philosophy is offered a basic criterion which has been followed by a researcher to control different aspects of a systematic study. There are two types of research philosophy identified, such as positivist and interpretivist. The present study is aimed to evaluate motivational aspects of consumer’s behaviour related to organisational sustainability within the automotive sector so as interpretivist research philosophy was found most appropriate in the context of social studies (Mackey & Gass, 2015). It played a critical role for determining the human actions such as purchase decisions and creation of perception about the particular organisation along with implications of automotive companies policies like Ford associated with corporate social responsibilities on brand value along with the perception of the target consumer. Since the fundamental question asked relates to social science and study of the motivation of consumers then interpretivist approach followed by researcher as positivist approach is having a lack of understanding about the subjective nature of human reasoning (Silverman, 2016). It enhanced the effectiveness of qualitative studies. The philosophy found very effective for gaining in-depth insights about the perception and views of respondents about the particular research goals and objectives.

Deductive research approach: There are mainly two types of research approach identified inductive and deductive. As per the nature of the present investigation, Deductive research is the most reliable approach for conducting social studies. By considering the nature of the present study, deductive research approach found appropriate because it offered great results only quantitative studies in which a researcher wanted to create a hypothesis based on previous studies (Cuervo‐Cazurr and et al., 2017). In the field of social studies, the deductive research approach provided great results when a researcher would be able to perform a systematic test about the implications of data. This study paid significant attention to the social context along with human perception as well as consumer’s behaviour towards automotive companies so as deductive research approach identifies as a reliable term because present investigation examined a range of statistical data based on responses of consumers. It was seemed reliable for analysing social aspects because it found it effective for performing statistical calculation and performing a systematic test of various variables for generating optimum results for the attainment of research goals. For enhancing the outcomes of the present study, deductive research approach was found effective for analysing various facts and figures about the subject matter.

Data collection (Primary and Secondary): For the present investigation, the researcher considered both sources of data collection such as primary and secondary. The collection of primary data was being carried out through a questionnaire. The main reason behind was that it provided first-hand information about the subject matter so as it found effective for assessing the distinct perception of consumer’s within the automotive industry (Alvesson & Sköldberg, 2017). Therefore, the researcher had performed the process of data collection through a targeted questionnaire that asked pertinently but brief questions with a combined output with an absolute nature (demographic) as well as an opinion based nature, ie: to asked whether a particular statement and approach that was made them either agreed or disagreed on the particular scale. By creating an appropriate combination of qualitative and quantitative, the researcher tried to produce reliable outcomes as per the research aim and objectives. However, the numerical elements were being considered in order to determine the targeted population with reference to demographic, income level and many more (Quinlan, Babin, Carr & Griffin, 2019). However, the non-numerical included gauge population perspective and motivation against factors from secondary and tertiary research sources. It was addressed most essential element in order to identified about the critical motivating factors that have provided significant support in order to put forward to the population for identifying a certain set of factors that were termed as existing motivators and one control variable (ethical thinking) that provided great support for increasing overall efficiency and effectiveness of present study. The assertion of the motivating factors has been performed by a questionnaire that was comprehensively backed up with the help of existing consumer models (Fletcher, 2017). For assessing the in-depth understanding about the current trends in the automotive industry along with the implication of different sustainability practices on consumer behaviour, the researcher considered a variety of secondary sources that included online books, journals, internet-based articles, past findings and views of different authors. All these tools were applied in the section of literature review for performing a systematic assessment of wide range of data and information about subject matter that enhanced understanding of researcher about subject matter so as researcher gained more insights about the topic of study that could support in generation of appropriate research outcomes to meet study goals and objectives (Wiek & Lang, 2016). By using secondary sources of information, the researcher had gained significant success in the assessment of reliable information in the context of the present investigation.

Purposive sampling: The present study paid special attention to the corporate strategies of Ford in order to achieve the objective of sustainable business operation through which business entity could influence perception and motivation level of consumers about the products of the company. Therefore, the investigator had two approaches such as random sampling and purposive sampling. In the context of the current study, purposive sampling emerged as the most reliable tool in the selection of target population (Humphries, 2017). For assessing responses, investigator focused on the people living in the city of Chester in particular and paid special attention to the consumers that visited Ford dealerships or widened the scope to any consumer who wishes to participate and form a point of view. Both approaches have significant benefit. By narrowing the scope, researcher enhanced the efficiency of data collection so as optimum results could be produced as per the requirement of present investigation (Walliman, 2017). Therefore, purposive sampling was emerged as a great tactic in order to pay special attention on particular individual who had some interest in interest in automotive industry that enhanced appropriateness of research findings so as researcher was able to examine different aspects of consumers behaviour and the role of different business operations for influencing the corporate image as well as purchase decisions of buyers in different scenarios of industry. In the context of the present study, a sample size of 50 people has been taken who have visited Ford’s outlet.

Statistical analysis: The present study was mainly focused on determining the behavioural aspects of an individual about social welfare practices of automotive companies. It determined the theoretical nature of present study so as statistical analysis is being identified an appropriate tool for the analysis of behavioural aspects by using responses of consumers in questionnaire and presenting its statistical form because this tool offered great results when a study is going to be carried out with consideration of a range of statistical data that is essential in the present study (Dumay & Cai, 2015). Furthermore, statistical analysis was being found very useful for performing systematic tests of different variables. Therefore, the statistical analysis had been identified important approach for conducting data analysis in the context of the present investigation. This tool found very effective for analysing the relationship between different variables so as the researcher has found significant success in order to draw an appropriate conclusion as per the objectives. Mainly, correlation and regression were performed between consumer purchase decision and corporate motivation of sustainability to draw a relationship between them. In this regards, the summative score of consumer purchase decision was regressed with different factors representing corporate motivation of sustainability.

3.2.2 Rejected methodologies and methods

Positivist Philosophy: The positivist philosophy had not been selected by researcher in the context of present study because it could be found very effective in handling of different critical tasks of quantitative studies where researcher wanted to use structured survey and respondents could have appropriate understanding about subject matter that had not possible in the field of present study (McCusker & Gunaydin, 2015). The positivist philosophy was being addressed a reliable term for handling large scale survey for uncovering social trends and many more. In positivist research, sociologists tend to look for relationships or ‘correlations’ between two or more variables. This is known as the comparative method, and it did not find it appropriate to examine the role of business ethics on the purchase decisions of consumers.

Inductive research approach: In the context of the present study, inductive research was not seemed reliable to assess the relationship between among different variable through statistical analysis. In the inductive approach, the researcher was initiated the whole study by collecting a wide range of data that was relevant to the topic of investigation (Taylor, Bogdan & DeVault, 2015). After the collection of appropriate data, the researcher had performed a systematic analysis of information to assess the most reliable data. In the present study, the researcher evaluated the patterns in the data and focused to formulate appropriate theory in the context of current trends in automotive industry, role of social welfare activities on company’s sales performance, impact of fair business practices on the perception of consumer so as deductive research approach was identified as an appropriate tool in order to perform statistical analysis (Bresler & Stake, 2017). By considering the inductive research approach, investigator had created several new opportunities for assessing the new insights about role of consumer motivation, goodwill of company, business ethics and many more for influencing the sales along with sustainable business operations in order to attain business goals with consideration of fair business norms within contemporary automotive sector but this approach had not identified reliable because the researcher presented responses of participants in the form of statistical data so as inductive approach did not provide reliable outcomes.

Random sampling: This tool was being seemed inappropriate in the context of the present investigation. It is mainly adopted when the size of the population is large so as a researcher was being able to select respondents for present study randomly without considering any kind of special interest and behavioural aspects (Irwin & Springgay, 2017). This approach did not find appropriate in the context of present investigation where the researcher had focused on consumer’s behaviour that had a certain level of interest in automotive companies.

Thematic analysis of data: In the present investigation, the researcher has paid significant attention to the statistical analysis of information which has been gained primary sources of information so as the thematic analysis was being addressed as inappropriate approach (Smith, 2015). Therefore, the approach of thematic analysis had been identified an appropriate tools for analysing a wide range of information was acquired from both primary and secondary of information. In this process, different themes were created by focusing the aim and objectives of the present study. This approach helped the researcher in performing graphical representation of information based on responses of participants. This tool did not seem reliable in the current that it supported the researcher in order to present viewpoint targeted respondents about subject manner so as investigator could find great success in the attainment of research objectives with an appropriate manner (Litosseliti, 2018).

3.3 Research design

This study is focusing on identifying the implication of social welfare practices and ethical business operations of automotive companies. In this context, there were mainly two types of research design considered by the researcher that included exploratory research and descriptive research design. In the context of the present investigation, the researcher selected descriptive research design. The descriptive research design paid significant attention to exploring and evaluating different situations and groups with the help of statistical analysis. However, the exploratory research design was not being identified appropriate for the present study because it is focused for assessing more insights and understanding about different aspects of human behaviour and their implications on the car purchase decisions (Brannen, 2017). The exploratory research design was found very useful for discovering new ideas and thoughts in the field of social studies. Further investigation derived that exploratory research design was seemed very flexible so as the researcher had gained great support in order to manage frequent changes in the whole study with an appropriate manner (Kumar, 2019). It can be termed an unstructured approach. However, the descriptive research design was found very effective for describing characteristics and function about a particular study with the help of rigid structure that would find very useful for performing statistical analysis. Therefore, the descriptive research design was being termed as the great design for controlling quantitative investigation, but exploratory research design did not attain required factors for present study such as consumer’s interest, implications of sustainable business operations and many more (Mackey & Gass, 2015). The analysis of different research design was found that descriptive research was found very effective for managing quantitative data because it followed a systematic structure and predetermined plan for analysing different variables and factors in the context of the present investigation. Systematic research that explored and explained an individual, group or a situation was being addressed as descriptive research.

3.4 Research method

There are mainly two types of research methods followed by a researcher as per the nature of investigation, i.e. quantitative and qualitative. The present study was being focused on determining human tendency and purchase pattern when people were thought about the context of social benefits within different operations of a business entity associated within the automotive industry with reference to different facts and figures (Silverman, 2016). Therefore, the researcher followed a qualitative method for performing different research operations in an appropriate manner. The quantitative method found very effective for assessing in-depth data and insights about the subject matter such as current trends in the global automotive industry, the emergence of electric, technological advancement and sustainable business operations. This study is performed by handling a wide range of statistical data about the subject matter. On the other hand, qualitative research method was not being addressed as a reliable tool for the present study because it offered great results by analysing a wide range of theoretical data (Taylor, Bogdan & DeVault, 2015).

3.5 Ethical consideration

For the present investigation, the researcher had managed different research operations under the norms of ethical research that provided assurance to the researcher about the reliability of information and many other factors. In this regards, some important elements related to ethical research are mentioned below, which were followed by a researcher in the present study:

The collection of data in the present study was being performed under the ethical norms in which researcher was considered all legal sources of information and all types of data were being appropriately authorised through reference and citations (Bresler & Stake, 2017).

Researcher tired to consider all legal norms and government regulations based on confidentiality and safety of information while assessing a range of information from both primary and secondary sources (Alvesson & Sköldberg, 2017).

Approval from customers of Ford had been taken before filling the questionnaire in which the researcher had disclosed the usage of personal and other information that would not be used for any kind of unethical purpose.

The researcher had considered all the factors related to privacy and protection of information by using latest technologies and storage devices so as a researcher can get ensure data related to responses of participants would be stored and disposed of with an appropriate manner (Quinlan, Babin, Carr & Griffin, 2019).

3.6 Summary

The analysis of different tools and approaches of research methodology in the context of the present study has determined that an appropriate research framework presents a systematic combination of a verity of research-based theories and approaches so as aim and objectives of investigation could be attained. By selecting the right research methodology, the investigator can get ensure about the reliability of research findings.

CHAPTER 4: ANALYSIS AND FINDINGS

4.1 Introduction

This chapter presents a systematic analysis of data for generating appropriate research outcomes as per the study objectives by applying different tactics of data analysis. By conducting a systematic assessment of study findings and outcomes, an appropriate conclusion can be presented with reference to research goals. The success of a study is highly correlated with the effectiveness of the study process along with the reliability of the process data analysis (Crowther & Seifi, 2018). The present study is focused on determining the relationship between policies of business entity and consumer’s motivation in the context of the automotive sector in which the present study has paid especial attention to the relationship between ethical business practices and consumers purchase with the help of quantitative analysis.

4.2 Application of the methodology

As per the nature and research objectives of the present study, the analysis of information has been performed by applying different tools of quantitative study. In this regards, the investigator has considered different tools and methodologies based on quantitative analysis. These tools have found very effective for assessing the relationship between consumer behaviour and policies adopted by leading automotive companies in order to enhance the goodwill of company such as Ford. In this context, the researcher has applied different tools such as charts, tables and diagrams for presenting a variety of information (Unit, 2015). In addition to that researcher has applied different tools of statistical analysis such as descriptive statistics, regression, correlation, ANOVA and others for assessing the relationship among different variables. By applying different tools, the investigator has gained significant success in evaluation of the response of different participants along with an assessment of research findings with an appropriate manner. Different tools of quantitative analysis have found very effective for analysing a verity of data based on the response of participants.

4.3 Descriptive Statistics

In every study, the demographics of participants are playing an important role. Therefore, the researcher has tried to avoid discrimination based on gender and focused on maintaining equality in a number of participants. The below-mentioned table is showing that total male participants considered for this study were 26 and female were 24.

The below-mentioned table is showing that 38% of participants strongly agreed that the corporate image of an organisation affects their purchase decision, while 10% remained neutral and 6% strongly disagreed. In this context, the study of Sukitsch, Engert & Baumgartner (2015) has found that the success of an organisation within contemporary automotive industry is significantly correlated with brand value and ethical business practices in which companies like Ford adopts wide range of corporate policies such as development of green or electric vehicles, reduction in wastage of resources, reduction in carbon emission and welfare of society. Therefore, consumers always consider products of those companies that have developed the fair corporate image.

In below table, 32% of participants replied that an automotive company could create strong and distinct goodwill by selling high-quality products and developing its brand value. 18% responses were in favour of providing great customer services and appropriate prices each. Crane, Matten & Spence (2019) argued that purchase decisions of individual customers within the automotive industry have influenced by several factors that include pricing of cars and quality of products. Further investigation has found that brand value has been addressed a great tool for assessing the loyalty of customers in which automotive companies are trying to consider wide range of fair business policies and approaches for attracting different individuals or consumers. It supports business entity for developing long term relationship with consumer so as it can be stated that business policies have been addressed as important terms for influencing the image of firm in the front of consumers in a positive manner (Crane, Matten & Spence, 2019).

The following table is showing the responses of people in the context of CSR. 42% strongly agreed with CSR activities being essential for managing sustainable business operations. 4% strongly disagreed, while 10% remained neutral. The study of Grayson & Hodges (2017) has determined that corporate social responsibilities of an organisation have been identified as key motivators for managing the sustainable business operations for an automotive firm like Ford. In the context of CSR, an organisation adopts different strategies and tools for promoting sustainable business operation. This is because sustainable business operations are mainly correlated with fair business policies in the field of human resource management, customer handling, production management and service handling. In this process, consideration of a wide range of CSR activities has found very useful for promoting sustainable business operations (Salvado, Azevedo, Matias & Ferreira, 2015).

As per the aim of the present study, the below table was showing the response of automotive consumers in the field of the automotive industry about CSR activities and found that 26% participants stated that CSR activities promote social welfare activities, while 28% replied that CSR activities promote environmental protection norms. Similarly, 24% replied that CSR helps in the application of green initiatives, and 22% stated that it helps in avoiding wastage of the resources. In the context of the present study, there have been mixed responses addressed. The investigation of Schambers and et al., (2018) has supported the views of consumers in the context of CSR. The author further addressed that automotive companies have adopted different CSR strategies for influencing sustainable business operations such as the promotion of social welfare activities in which business entity supports public welfare practices. In addition to that automotive firm also promotes different kind of environmental protection norms along with green technologies while designing a wide range of automotive products and services that would support business entity for lowering the carbon emission in cars. Vartiak (2016) stated that automotive companies require to reduce energy consumption and wastage of different resources within the production process that plays a critical role for promoting the safety of the environment. In the context of the contemporary business environment, the safety of environmental resources through green initiatives likes electric vehicles and increment in production efficiency has emerged as the most reliable tools within CSR activities.

The below-mentioned table is presenting the views of consumers about the impact of CSR activities in which 42% strongly agreed that CSR activities lead to a positive impact on the goodwill of an automobile company. 10% remained neutral, while 10% strongly disagreed with it.

The following table is showing that 24% of participants agreed that CSR activities influence the purchase decisions of the customers in a positive manner. Only 12% disagreed with the statement. In this regards, Abdulrazak & Amran (2018) have determined that the success of an organisation is highly correlated with consumer’s behaviour towards the automotive industry in a positive manner. In this process, CSR activities have emerged as the most effective tool for encouraging consumer’s purchase decisions. CSR activities include the welfare of consumers, employees and general citizen by considering the fair business operations in the field of operational management, handling of public welfare activities and many more. These activities have emerged as very effective marketing and promotional tools in the creation of a fair corporate image of the business unit because most of the consumers have preferred those products and services which have gained good reputation and popularity (Lin & Ho, 2016). Furthermore, there are similar trends addressed in the selection of an appropriate brand while choosing a product and service. Therefore, it can be stated that CSR activities have found very useful for encouraging the purchase decisions of consumers.

In the context of the present study, 42% of respondents believe that legislation passed by the government are critical in enabling the automobile companies to manage their business, keeping in mind the aspect of fair business practices. 10% were neutral, but only 6% strongly disagreed with it. As per the findings of below-mentioned table, it has addressed that government legislation have played important role in influencing the automotive industry within fair business practices. The study of Vaz, Rauen & Lezana (2017) has determined that there have been several unethical practices identified in the automotive industry because companies are paying significant attention to profit, avoidance of environmental safety norms, less investment in research and development in the creation of low carbon emission technologies and many more. Therefore, government regulations have found very effective for influencing the companies in the automotive industry towards ethical business operations such as carbon emission norms, recycling of wastage, increment in production efficiency by reducing the usage of energy (Ho, Ding & Lii, 2017).

As per the aim of the present study, the below table has determined that 44% of the participants strongly believe that government legislation is an important aspect of the business environment and it also helps in encouraging the sustainable management of a business organisation. 30% agreed with it, 14% were neutral, 8% disagreed while 4% strongly disagreed.

A maximum number of participants, i.e. 38% agreed that the application of legal norms in an organisation and its policies affects perceptions of the customers about the firm. 6% strongly disagreed with it, while 12% disagreed and 10% were neutral about it.

From the table above, it can be seen that the Consumer Purchase Decision had a mean of 3.88, the standard deviation was 0.918. Similarly, mean for CSR was 4.00 and the standard deviation was 0.452; while mean of application of green initiatives was 3.52, and the standard deviation was 0.974; integration of business operation with legal norms was 2.92, and the standard deviation was 1.047. Mean for the avoidance of unethical business practices was 2.84, and the standard deviation was 0.912.

4.4: Correlation Analysis

From the table of correlations above, it can be observed that consumer purchase decision, i.e. the dependent variable has positive relations with CSR (0.345) and integration of business operation with legal norms (0.202). On the other hand, it has negative relations with the application of green initiatives (-0.089) and avoidance of unethical business practices (-0.170). However, correlation analysis shows that there is only a statistically significant positive association between consumer purchase decision and CSR. That is, higher the CSR activities from the company, higher are the chances of having a positive impact on the consumer purchase decision.

4.5: Regression Analysis

The regression analysis has been shown in the table above. Herein, it can be observed that the value of R Square was 0.207. It shows the percentage by which the independent variable represents the dependent variable. With a change of 100% in the independent variable, there will be a 20.7% change in the dependent variable. However, whether this variation in the dependent variable due to independent variables is significant or not can be seen from the ANOVA below:

In order to test and understand the impact of independent variables on dependent variables, ANOVA was conducted. As per ANOVA, F(4, 45) = 2.928; p = 0.031.Since the p-value is less than the critical alpha value of 0.05, it can be said that there is a statistically significant impact of independent variables on the dependent variable. That is, the above relationship is statistically significant.

On the basis of the coefficients table above, it can be observed that there is a negative relationship between coefficient for application of green initiatives, integration of business operation with legal norms and avoidance of unethical business practices are negative. On the other hand, the coefficient for CSR activities came out to be positive, indicating a positive relationship. Moreover, p-value or significant value of only CSR is coming out to be less than the critical alpha value of 0.05, showing that there is a statistically significant impact of CSR on the consumer purchase decision.

4.4 Summary

The above assessment has determined that quantitative analysis has emerged as a great tool for analysis of a wide range of data in the context of the present study. In this context, the researcher has gained significant success in determining the relations among different variable related to current trends in the automotive industry, consumer behaviour, corporate social responsibilities, purchase decision of consumers and sustainable business operations.

CHAPTER 5: INTERPRETATION AND CONCLUSION

5.1 Introduction

This section is being termed as the last element of a systematic study. This section draws a final assessment about different tools and data which have been used by the researcher for controlling different factors along with data collection process with a systematic manner. This part determines the final assessment about the usability of different research strategies and reliability of data.

5.2 Critically evaluation of the adopted methodology

The present investigation has focused on determining the relationship between business practices of the automotive industry in sustainable business operations and consumer motivation level towards the particular organisation with reference to business operations of Ford. In this context, the present study has concluded that consideration of quantitative research techniques has provided significant support to the researcher for establishing correlation among different variable based on various facts and figures (Elg & Hultman, 2016). In the current study, the researcher has considered deductive research approach, descriptive research design and various other research tools which have enhanced the effectiveness of research outcomes in the context of quantitative studies. For assessing wide range of data, this report has concluded that consideration of both primary and secondary sources of information has increased reliability and variation in data because customer survey has increased reliability of research outcomes because it has offered first hand and real-time about the perception of consumers towards business operations of companies that are working in automotive industry (Boccia & Sarnacchiaro, 2018). However, consideration of secondary data has been addressed for performing a literature review. By combining both sources of information, the researcher has gained significant success in the attainment of research objectives. Sukitsch, Engert & Baumgartner (2015) argued that statistical analysis had been performed by the researcher in the analysis of a wide range of statistical figures to present relationship among different factors and variables about the subject matter through descriptive statistics, ANOVA and others. The present has adopted purposive sampling in which Salvado, Azevedo, Matias & Ferreira (2015) has determined that a purposive sampling approach has found an appropriate tool for paying special attention to the particular population. In this context of the present study, the researcher has focused on consumers of the automotive industry that has increased the reliability of outcomes.

5.3 Conclusion based on research aim and question

The efficiency of research outcomes is directly linked with the appropriateness of research questions. In this present study, the research question has covered all aspects of study goals. As per the research question, this study has concluded that corporate strategies on the organisational sustainability along with ethical business operations have played important role for influencing purchase decisions along with the perception of consumers towards automotive industry (Lin & Ho, 2016). Therefore, research question has been addressed as a most important tool that can be termed as the foundation of other variables which have considered by the researcher in collection and analysis of data which have been gained from different sources for the attainment of research goals. For enhancing the effectiveness of research outcomes, the researcher has formulated some aims which have provided a direction for controlling the whole research process towards the subject matter. In the context of the present study, aims have been addressed very effective tools which have covered different variables and factors in collection of a variety of information based on consumer behaviour, the role of CSR activities for influencing goodwill and sustainable business operations, brand value and purchase decisions of consumers (Tench & Yeomans, 2017). The aim and objectives of the present study have provided great support to a researcher in the selection of an appropriate research methodology and questions for a customer survey. In this regards, the analysis of both primary and secondary data has concluded that brand value and goodwill of company within the automotive industry is significantly influenced by ethical business operations and consideration of CSR for encouraging the business practices under the sustainable business operations (Statista, 2018). Further investigation has concluded that ethical business operations and consideration of legal norms related to environmental safety have addressed as important marketers in the automotive industry that could simulate the purchase decisions of consumers.

5.4 Limitation of the present study

In the present study, the researcher has addressed some limitations that have reduced the reliability of research outcomes. The outcomes of the present study have limited towards the role of sustainable business operations along with fair business practices in the automobile industry and its relationship with consumers purchase decision, but this study has not paid some appropriate attention to the personal interest of consumers in selection of personal vehicle (Okoye, 2009). Furthermore, the effectiveness of research findings has been reduced because it has paid extra emphasise on the corporate motivation of sustainability, but it has not considered the current market trends along with market positioning strategy of Ford which can be termed as important causes for influencing the brand value along with purchase decisions of consumers.

5.5 Opportunities for further research

As per the findings of the present study, there have been several new areas of potential studies addressed that could assist the investigator for performing the further study. The new study will be performed to determine the importance of green technologies in the automotive industry for promoting ethical business operations with consideration of the safety of environment (Manara, 2017). A researcher could perform further investigation for assessing the different factors of the business environment and their implications on management decision in the automotive industry.

CHAPTER 6: RECOMMENDATION

As per the findings of the present study, the management of Ford should have to pay special attention to fair and ethical business operations for the creation of distinct goodwill of company for increasing the sales of the firm. In the context of the contemporary business environment, Ford needs to pay significant attention in research and development activities through which company would be able to develop some new technologies and engines that could reduce the consumption of resources and also provide assurance about the reduction in carbon emission (Milanés-Montero & Pérez-Calderón, 2011). In this context, electronic cars, smart vehicles, self-driven cars along with hybrid technologies would support Ford in the attainment of future legal requirement based on carbon emission standards as well as usage of energy. By applying new technologies in new products and services, the company could gain the attention of consumers, which is essential for increasing organisational sales through some unique products. This approach also supports business entity in lowering the wastage of resources during different production operations.

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