Sustainability. Does that word make you think of McDonald's? Every one of us knows the fast food restaurant and has eaten there once. Why? Fast food is cheap and convenient but at the same time, we all want to live sustainably.
McDonald's has been struggling with a bad sustainability image for many years, and has therefore set major "green" and "ecological" goals for the future with a green campaign. Does the green campaign of McDonald’s have a noticeable impact on public articles, customer reviews and revenues? In addition, why is this question so important? More and more companies try to hide their bad activities behind a sustainability image, often it is difficult to decide whether we can trust a company or not. After all, I have chosen this topic because I believe that every consumer should be aware of that because we have the responsibility for the future of our planet, and sustainability plays an important role in this. Furthermore, most of us often go out to eat at McDonald’s, but do we know what is happening “behind the scenes”?
To answer the research question, I will proceed as follows: First, I will explain basic information about sustainability in businesses and what “greenwashing” means. The next chapter deals with the green campaign of McDonald’s. With the help of the two latest sustainability reports of 2017 and 2018, I will present the promises and goals of the green campaign. Moreover, I will also explain the sustainability concept of the campaign. What visible methods is McDonald's using to implement its goals? In the last chapter, I will analyse the impacts of the green campaign of McDonald’s on the press, customers, and revenues. To analyse the impacts on the press, I will examine articles from well-known German newspapers and blog posts from non-governmental organisations. Then I will conduct a survey to analyse how the green campaign affects customers. Furthermore, how does the green campaign affect McDonald's revenues in Germany? Does McDonald's generate more or even fewer revenues through the green campaign? The term paper will end with a conclusion that summarises the collected knowledge and explains a possible outlook for the future.
Table of Contents
- 1 Introduction
- 2 Sustainability in business
- 3 Greenwashing
- 4 The green campaign of McDonald's
- 4.1 Promises and aims
- 4.2 Sustainable strategy
- 4.3 Impacts of the green campaign
- 4.3.1 Impacts on public articles
- 4.3.2 Impacts on customers
- 4.3.3 Impacts on revenues
- 5 Conclusion
Objectives and Key Themes
This paper analyzes McDonald's green marketing campaign, investigating its impact on public perception, customer reviews, and revenue. The primary objective is to determine whether McDonald's campaign represents genuine sustainability efforts or is a form of greenwashing. The research explores the effectiveness of the campaign in improving the company's sustainability image and examines whether these efforts translate into tangible financial results.
- The definition and implications of greenwashing in corporate sustainability strategies.
- An examination of McDonald's stated sustainability goals and their implementation.
- Analysis of the impact of McDonald's green campaign on public perception (press articles and NGO blogs).
- Assessment of customer perception and opinions regarding McDonald's sustainability efforts.
- Evaluation of the correlation between McDonald's green campaign and its financial performance (revenues).
Chapter Summaries
1 Introduction: This introductory chapter sets the stage for the analysis by questioning the relationship between McDonald's, sustainability, and greenwashing. It highlights the prevalent issue of companies masking unsustainable practices behind a facade of environmental responsibility. The research question is clearly defined, focusing on the impact of McDonald's green campaign on public opinion, customer feedback, and ultimately, revenue. The author outlines the structure of the paper, promising to explore the core concepts of sustainability in business and greenwashing before delving into a detailed examination of McDonald's specific campaign and its consequences.
2 Sustainability in business: This chapter defines sustainability in the context of business operations. It uses the "Sustainability Venn diagram" and the "Triple Bottom Line" framework (the three Ps: people, planet, profit) to illustrate how economic success needs to be balanced with environmental responsibility and social equity. The chapter emphasizes the interconnectedness of these three aspects and highlights how a truly sustainable business must consider all three in its operations, not just prioritizing profit maximization.
3 Greenwashing: This chapter provides a critical definition of greenwashing, exposing it as a misleading marketing tactic where companies portray a false image of environmental friendliness. The chapter cites examples and explores how companies might use language or activities to create a deceptive impression of sustainability. It emphasizes that greenwashing is not necessarily about entirely false claims but rather about the exaggeration of real actions or focusing solely on superficial aspects of sustainability while neglecting more substantial issues.
4 The green campaign of McDonald's: This chapter dives into McDonald's green campaign, analyzing its promises and aims as presented in their 2018 Corporate Responsibility Report. It highlights the specific targets set by McDonald's, such as the reduction of carbon dioxide emissions and the use of sustainable packaging. The chapter also examines McDonald's initiatives related to animal welfare and sourcing practices, including their "McDonald's Beef Sustainability Program" and plans to source chicken from farms with improved animal welfare standards. The overall tone suggests a thorough analysis of the campaign's pledges.
Keywords
Greenwashing, sustainability, McDonald's, corporate social responsibility, environmental marketing, consumer perception, revenue impact, sustainable packaging, animal welfare, carbon emissions, science-based targets.
McDonald's Green Campaign: FAQ
What is the main focus of this document?
This document provides a comprehensive preview of a research paper analyzing McDonald's green marketing campaign. It examines whether the campaign represents genuine sustainability efforts or greenwashing, focusing on its impact on public perception, customer reviews, and revenue.
What topics are covered in the Table of Contents?
The table of contents includes an introduction, a section on sustainability in business, a discussion of greenwashing, a detailed analysis of McDonald's green campaign (including its promises, strategy, and impacts on public articles, customers, and revenue), and a conclusion.
What are the key objectives and themes of the research?
The primary objective is to determine if McDonald's campaign is genuine sustainability or greenwashing. Key themes include defining and analyzing greenwashing in corporate strategies, examining McDonald's sustainability goals and implementation, analyzing the campaign's impact on public and customer perception, and evaluating the correlation between the campaign and financial performance.
What are the chapter summaries?
The introduction sets the context and research question. Chapter 2 defines business sustainability using frameworks like the "Sustainability Venn diagram" and "Triple Bottom Line." Chapter 3 defines greenwashing and its deceptive tactics. Chapter 4 delves into McDonald's green campaign, analyzing its promises, targets (e.g., reducing carbon emissions, sustainable packaging), and initiatives related to animal welfare.
What keywords are associated with this research?
Keywords include: Greenwashing, sustainability, McDonald's, corporate social responsibility, environmental marketing, consumer perception, revenue impact, sustainable packaging, animal welfare, carbon emissions, and science-based targets.
What specific aspects of McDonald's campaign are analyzed?
The analysis covers McDonald's stated sustainability goals, their implementation strategies, the impact on public perception (through press articles and NGO blogs), customer opinions, and the correlation between the campaign and the company's financial performance (revenues).
What frameworks are used to analyze sustainability?
The research utilizes the "Sustainability Venn diagram" and the "Triple Bottom Line" framework (people, planet, profit) to understand the balance needed between economic success, environmental responsibility, and social equity.
What is the overall goal of the research?
The research aims to provide a thorough assessment of the effectiveness of McDonald's green campaign in achieving its sustainability objectives and to determine whether the campaign's positive portrayal translates into tangible, measurable improvements in financial performance and public perception.
- Quote paper
- Anonym (Author), 2020, Greenwashing - the dark side of sustainability? The green marketing strategy of McDonald’s - greenwashing for a positive image or a sustainable promise?, Munich, GRIN Verlag, https://www.grin.com/document/1006495
