Patagonia in China: Chinese Millennial Consumers' Views on Brand Sustainability

This research investigates how Patagonia's sustainable marketing strategy impacts brand attitudes among Chinese millennial consumers. Through semi-structured interviews and comprehensive market analysis, the study uncovers the complex relationship between sustainability initiatives and consumer behavior in China's evolving outdoor apparel market. Key findings reveal that while Patagonia's commitment to sustainability resonates with Chinese millennials' values, there are significant opportunities for enhanced market engagement. The research identifies a vital need for integrated omnichannel marketing approaches and increased physical retail presence to build stronger connections with the target demographic. The study proposes strategic recommendations focusing on two core areas: enhancing digital and physical brand visibility, and creating culturally relevant experiential retail opportunities. These strategies aim to bridge the gap between Patagonia's global sustainability ethos and local consumer preferences, highlighting the importance of balancing environmental commitment with market-specific engagement practices. This research contributes valuable insights for international sustainable brands seeking to strengthen their position in the Chinese market while maintaining authentic environmental values.