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

Author

Listed:
  • Manuela Guerreiro

    (University of Algarve)

  • Christina Muhs

    (University of Algarve)

  • Melanie Carvalho Neves

    (University of Algarve)

  • Laura Engel

    (University of Algarve)

  • Leandro Fernandes Cardoso

    (University of Algarve)

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.

Suggested Citation

  • Manuela Guerreiro & Christina Muhs & Melanie Carvalho Neves & Laura Engel & Leandro Fernandes Cardoso, 2023. "Green marketing: a case study of the outdoor apparel brand Patagonia," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 8(2), pages 49-57, June.
    • Handle: RePEc:rge:journl:v:8:y:2023:i:2:p:49-57
    DOI: 10.5281/zenodo.8078762
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    More about this item

    Keywords

    Green Marketing; Sustainable Fashion; Patagonia;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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