Stories We Wear: Promoting Sustainability Practices with the Case of Patagonia

Abstract

The purpose of this study was to explore why consumers wear and repair Patagonia brand apparel, thus extending the lifespan of the apparel beyond a typical period of consumption. Using a qualitative case study, we examined Patagonia’s “Stories We Wear” blog posts from 2015 to 2017. Six emergent themes were identified as consumers’ motivation to engage in sustainability practices of repairing and extending the use of Patagonia brand apparel. The findings indicate that the blog posts (a) supported brand attachment and (b) enhanced our understanding of consumer–object relations with apparel items. Recommendations for future research and businesses seeking to expand sustainability practices are provided.

Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind

“…A SET approach is evident in practices like Patagonia’s Worn Wear program and Common Threads Initiative (which extend the lifespan of the clothing products the company sells by repairing them for free), and its messages to customers to buy only products they need and to reuse and recycle (Allchin 2013 ; Michel et al 2019 ). Patagonia’s famous “Don’t buy this jacket” ad campaign brought the issue of consumerism and its adverse environmental effects to the forefront (Allchin 2013 ).…”

Family and Consumer Sciences Researchers' publishing prospects: Review of three research journals

“…For example, in the JCA foods/nutrition articles, the Aitken and Watkins (2017) article “‘Harm or good?’: Consumer perceptions of corporate strategic giving in schools” considers social implications and children's vulnerability when corporations strategically provide free food. In FCSRJ , a fashion/textiles/clothing article “Stories we wear: Promoting sustainability practices with the case of Patagonia” (Michel et al, 2019) explores why consumers wear and repair the Patagonia brand, reflecting both focus on sales and sustainability.…”

Green or greed? Generational perspectives of sustainability claims in restaurants

“…It is also possible that this relationship may vary depending on the age group of customers. According to Michel et al (2019), "demographics such as gender and age may influence consumer attitudes toward sustainability in apparel purchases" (p. 167). Prior research findings indicate that different generations may have varying revisit intentions and levels of satisfaction with full-service restaurants (Taylor Jr & DiPietro, 2018).…”