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

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

doi:10.5281/zenodo.8078762

Authors

Manuela Guerreiro University of Algarve
Christina Muhs University of Algarve
Mélanie Carvalho Neves University of Algarve
Laura Engel University of Algarve
Leandro Fernandes Cardoso University of Algarve

DOI:

https://doi.org/10.5281/zenodo.8078762

Keywords:

Green Marketing, Sustainable Fashion, Patagonia

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.

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References

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