GreenleafKey resources
Basket  :   Log in  :   Advanced search  :  
Quick search Go

Sign up to the Greenleaf Newsletter to receive special offers and new title alerts.





These are the approximate times that it will take for your book(s) to reach you when you order from our site:

UK (excluding Republic of Ireland and Channel Islands): 2-3 working days
Western Europe (including Switzerland, Norway and Iceland): 4-6 working days
Rest of world: 8-12 working days

Please note these are approximate times and do not allow for weekends and public holidays.

Postage and packing is charged on a simple per-item basis:

UK: GBP3.00 / EUR4.00 / USD5.00 per item
European Union: GBP5.00 / EUR7.00 / USD8.00
Rest of world: GBP6.00 / EUR9.00 / USD10.00

Electronic/digital products (e.g. PDFs)

If you have purchased a digital product (e.g. an article in PDF format), you can retrieve it by visiting “My account” and finding the link in the “DOWNLOADS” section. The link will be available for 7 days after the day of purchase.

If you have any questions about your order, please email Jayney Bown at or phone +44 114 282 3475.

Marketing and Advertising a ‘Deep Green’ Company: The Case of Patagonia, Inc.
Buy now

Marketing and Advertising a ‘Deep Green’ Company: The Case of Patagonia, Inc.


Michaela Zint, University of Michigan, USA, and Rob Frederick, Ford Motor Company, USA
January 2001   21 pp   248 x 171 mm  
article   £10.00  

Patagonia, Inc. is a manufacturer and retailer of speciality outdoor goods. Until recently, Patagonia believed that its 'environmental actions speak louder than words' and it engaged in limited green marketing/advertising. However, Patagonia decided to consider an aggressive strategy, when research demonstrated that its customers do not perceive the company as more concerned for the environment than competitors. This article describes Patagonia's corporate environmental citizenship and focuses on the challenge that Patagonia has in communicating environmental messages, specifically through print advertisements. An examination of Patagonia indicated that it is 'deep green' and, thus, positioned to overcome US consumer mistrust of environmental claims. Recommendations for deep green companies such as Patagonia include focusing on a few, relevant environmental issues as part of their marketing strategy, and developing green advertisements that provide specific and comprehensible environmental information, offer avenues for consumers to contribute to solving environmental problems, and combine environmental with other priority purchase considerations.