College

College of Agricultural, Food, and Environmental Sciences

Department

Experience Industry Management Department

Degree Name

BS in Recreation, Parks, and Tourism Administration

Date

3-2019

Advisor(s)

Brian Greenwood

Abstract/Summary

Over the past decade or so, environmental and social responsibility has become an important business practice employed by corporations around the world. It shows that businesses respect public values and work towards reducing their carbon footprints. The purpose of this study was to analyze Patagonia's corporate environmental and social responsibility marketing strategy. Patagonia is one of the leading outdoor apparel and gear companies in the industry, and is known for its activism for current social and environmental issues. This research was gathered using a case study guide developed by the researcher, which outlined Patagonia's corporate environmental and social responsibility efforts and current marketing types. The results of this study indicate the company's successful use of unconventional and environmentally-conscious marketing strategies. It is important for Patagonia to continue displaying thoughtfulness for the environment through their marketing campaigns, hopefully inspiring competing outdoor apparel companies to do the same.

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