Michaela Zint, University of Michigan, USA, and Rob Frederick, Ford Motor Company, USA
248 x 171 mm
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.