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    Green Marketing: Patagonia vs. Nike

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    Thumbnail
    Name:
    Smith_CapFinal_513_JI.pdf
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    Format:
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    Description:
    Capstone Thesis
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    Thumbnail
    Name:
    Smith_CapFinalPoster_5_3_2021.pdf
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    455.3Kb
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    Description:
    Capstone Poster
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    Author
    Smith, Alec
    Issue Date
    2021-05-15
    Keywords
    Sustainability
    Built Environment
    Green Marketing
    Patagonia
    Nike
    Instructor
    Iuliano, Joey
    
    Metadata
    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the College of Architecture, Planning and Landscape Architecture, and the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Collection Information
    This item is part of the Sustainable Built Environments collection. For more information, contact http://sbe.arizona.edu.
    Abstract
    Green marketing has become more relevant in the last decade. Consumers are more observant and knowledgeable nowadays, with social media playing a significant factor. Corporate responsibility has forced companies to be accountable for their actions. People are starting to be more conscious of the environment, meaning they eat healthier and purchase sustainable products. The consumer has the ultimate choice on what product they want. With a wide variety of products, competition is at an all-time high. Sustainable companies, products, and initiatives have gained popularity because of their environmental benefit. People want to help the environment, especially by purchasing something they need. Patagonia and Nike have realized this and have put in significant work to become more sustainable. Although this is great, people may never know the contribution to environmental sustainability the company made without proper marketing. Green Marketing effectively promotes companies’ sustainable efforts to attract more customers. This case study covers Patagonia’s successful green marketing and how Nike has fallen short of marketing its environmental efforts. Patagonia’s perception is solely focused on sustaining the environment. Nike’s environmental efforts are extensive and detailed but have not been marketed very well. In order to reap the profit potential that environmental initiatives can have on a company, green marketing tactics must be used to advertise it.
    Description
    Sustainable Built Environments Senior Capstone Project
    Type
    thesis
    poster
    text
    Degree Name
    B.S.
    Degree Level
    bachelors
    Degree Program
    Sustainable Built Environments
    Degree Grantor
    University of Arizona
    Collections
    Senior Capstones

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