Green marketing: a case study of the outdoor apparel brand Patagonia

descriptionPublicationkeyboard_double_arrow_right Article 01 Jun 2023 English Publisher:ZenodoJournal:Responsibility and Sustainability (issn: 2340-5813,

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Authors: Guerreiro, Manuela; Muhs, Christina; Carvalho Neves, Mélanie; Engel , Laura; Fernandes Cardoso , Leandro;

doi: 10.5281/zenodo.8078762 , 10.5281/zenodo.8078761

Green marketing: a case study of the outdoor apparel brand Patagonia

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Abstract

This case study will examine the main aspects of a Green Marketing strategy and give a concrete example of the outdoor retailer brand Patagonia. First of all, the relation of companies towards sustainability and the brand Patagonia will be introduced. Afterwards, the evolution of fast fashion and its change towards sustainability will be discussed. A short literature review will outline different definitions of Green Marketing. Subsequently, the Green Marketing strategy of Patagonia and two of its campaigns will be presented. Lastly, the discussion and conclusion will follow.

Keywords

H, Green Marketing, Patagonia, Social Sciences, Sustainable Fashion

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