Analyzing Tesla's Approach to Mindful Consumption and Sustainability

This report provides an analysis of mindful consumption, focusing on Tesla Motors as a case study. Mindful consumption is defined as the awareness of customers towards sustainability, where consumers consider the environmental and societal impact of their purchases. Tesla, as an automobile company, is presented as an example of a company that has adopted green marketing strategies, such as producing electric vehicles and solar panels, to promote mindful consumption. The report highlights Tesla's efforts to reduce pollution and decrease the use of natural resources, aligning with the concept of mindful consumption. The report refers to Tesla's sustainability reports and its focus on decreasing environmental problems by reducing the use of natural resources for the run of car. The report also references academic sources to support the discussion of mindful consumption and sustainability in a business context.

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Mindful Consumption

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Mindful Consumption
Mindful consumption can be known as the awareness of customer towards sustainability.
Mindfulness can be termed as discipline and mind both. It is considered that the concept of
mindful consumption has several ways to promote sustainable consumption. Now a days, a
customer focuses on the products of those companies who pay attention towards the
sustainability (Sheth, 2011). It means those companies which fulfill their corporate social
responsibility of maintaining an ecological balance. Today customers are more conscious about
the impact of consumption of products. Mindful consumption can also be termed as a caring
attitude towards self and community. While purchasing the products, customers keep it in mind
as how much the product is dangerous for nature and society. They prefer to purchase those
products which are ecofriendly.
In future times, a success of a business will be totally dependable on how it deals with the
challenges of sustainability. Currently, sustainability strategies have many drawbacks like; they
don’t pay attention towards increasing global warming due to over consumption of natural
resources; The don’t pay attention towards the health of customers (Sethis, 2011)
But now, the customer is understanding his moral responsibilities. He is much conscious towards
the care of nature. The concept of Mindful Consumption is a kind of guidance in the approach of
sustainability (Fischer, 2017)

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Tesla Motors
Tesla.Inc. is an automobile company producing different types of cars. This company is focusing
towards the concept of Mindful consumption of customers towards purchasing of cars. To satisfy
this concept, Tesla has adapted the concept of green marketing. For this, it has started producing
electric cars, solar panels cars etc. This will lead to a low consumption of petrol and deasil. This
will help in reducing pollution. Tesla Motors has presented Model S that focuses on
environmental care. While going on technological progress it also pays attention towards human-
nature relations (Bloomberg, 2018)
Tesla is a leading brand in automobile industry with its high profits. Now, it has adopted an
approach of sustainability keeping in view the mindful consumption of consumers. It has focused
on the objective of decreasing the environmental problems by decreasing use of natural resources
for the run of car. Due to this reason, it introduced electric cars which will help in decreasing the
use of natural oil.
In its Sustainability Report, the company has said that it has sold around 55,000 cars that are
responsible to stop carbon dioxide in atmosphere for around 4 million metric tons. In a report, it
has said that the main focus of them is on the sustainability. They said that they know the
behavior of modern consumer and also conscious about the global responsibilities.
References:
Sheth. J. (2011), Mindful consumption: a customer-centric approach
to sustainability, DOI 10.1007/s11747-010-0216-3

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Bloomberg (2018), Tesla hits Model 3 target and focus shifts to sustainability, Available at
https://m.economictimes.com/news/international/business/tesla-hits-model-3-target-and-focus-
shifts-to-sustainability/articleshow/64833001.cms
Sethis. N. (2011), Mindful Consumption: A Customer-Centric Approach to SustainabilitY,
Available at
https://www.researchgate.net/publication/226100566_Mindful_Consumption_A_Customer-
Centric_Approach_to_Sustainability
Fischer, D.(2017), Mindfulness and sustainable consumption: A systematic literature review of
research approaches and findings, Available at
https://www.sciencedirect.com/science/article/pii/S0959652617311769
Bruzzi, M (2013), Green Automobility: Tesla Motors and the Symbolic Dimensions of “Green
Cars”, Available at https://warwick.ac.uk/fac/arts/theatre_s/cp/research/publications/madiss/
ccps_13-14_michele_bruzzi.pdf