McDonald's Corporation: Environmentalism (A)

In 1976 McDonald’s began a move to abandon paper packaging in favor of polystyrene plastic, base on environmental impact reports that plastic used less energy, represented less landfill volume, and was recyclable. By 1990, public perceptions had shifted, and McDonald’s facing pressure from consumers and franchises, needed to determine the appropriate response to its packaging problem. One possibility under consideration is to enter into a joint task force with the Environment Defense Fund to develop new policies and actions related to solid waste disposal. The case provides an opportunity for students to contemplate the roles and responsibilities of marketing when facing environmental issues.