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Ethos, Identification, and the Envir...

Pham, Daomi T.,

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Ethos, Identification, and the Environment: Patagonia's Narrative Approach to Sustainability /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Ethos, Identification, and the Environment: Patagonia's Narrative Approach to Sustainability // Daomi T Pham.
Author:	Pham, Daomi T.,
Description:	1 electronic resource (80 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-06.
Contained By:	Masters Abstracts International86-06.
Subject:	Rhetoric. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31765241
ISBN:	9798346848882

Ethos, Identification, and the Environment: Patagonia's Narrative Approach to Sustainability /
Pham, Daomi T.,

Ethos, Identification, and the Environment: Patagonia's Narrative Approach to Sustainability /Daomi T Pham. - 1 electronic resource (80 pages)

Source: Masters Abstracts International, Volume: 86-06.

This thesis examines Patagonia's environmental marketing strategies, focusing on the company's use of narrative and rhetorical appeals in the campaigns of "Buy Less, Demand More" and the "What We Do: Video Series." Drawing upon the classical rhetoric frameworks established by Aristotle, Cicero, and Quintilian, this study analyzes how Patagonia constructs ethos and engages with pathos to promote their environmental advocacy. By appealing to authenticity and agency, Patagonia not only positions itself as a leader in sustainable business practices but also challenges consumers to rethink their relationship with fast fashion and consumption habits. Building upon the use of narrative as a rhetorical strategy in the field of marketing, this thesis explores how Patagonia's narratives encourage audiences to co-create meaning regarding sustainability and the environment.In addition to classical perspectives, this thesis incorporates contemporary scholarship from Jennifer Budinsky and Susan Bryant, who critique the notion of greenwashing in corporate sustainability rhetoric. Using their framework, this study evaluates whether Patagonia's marketing transcends mere eco-friendly claims to offer genuine environmental advocacy. Jenny Edbauer's rhetorical ecologies further contextualizes Patagonia's campaigns within broader networks of green advertising discourse, demonstrating how the company's messaging interacts with ongoing conversations about fast fashion, consumerism, and ethical marketing. Sonja Foss's method of narrative criticism is particularly relevant to this study, as it provides a lens through which the structure, function, and impact of Patagonia's narratives can be evaluated. This thesis ultimately argues that Patagonia's use of narrative and rhetorical appeals not only builds the company's credibility and identity but also contributes meaningfully to the discourse of green advertising. By aligning their brand with authentic environmental action and instilling identification with environmentally conscious consumers, Patagonia distinguishes itself in an industry often criticized for superficial sustainability claims. This research contributes to a deeper understanding of how rhetoric and storytelling can influence consumer behavior and shape ethical advertising practices in the context of environmental sustainability, as well as provide limitations to using such approaches in green advertising.

English

ISBN: 9798346848882Subjects--Topical Terms:

516647
Rhetoric.
Subjects--Index Terms:

Environmental marketing strategies

Ethos, Identification, and the Environment: Patagonia's Narrative Approach to Sustainability /
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520 $a This thesis examines Patagonia's environmental marketing strategies, focusing on the company's use of narrative and rhetorical appeals in the campaigns of "Buy Less, Demand More" and the "What We Do: Video Series." Drawing upon the classical rhetoric frameworks established by Aristotle, Cicero, and Quintilian, this study analyzes how Patagonia constructs ethos and engages with pathos to promote their environmental advocacy. By appealing to authenticity and agency, Patagonia not only positions itself as a leader in sustainable business practices but also challenges consumers to rethink their relationship with fast fashion and consumption habits. Building upon the use of narrative as a rhetorical strategy in the field of marketing, this thesis explores how Patagonia's narratives encourage audiences to co-create meaning regarding sustainability and the environment.In addition to classical perspectives, this thesis incorporates contemporary scholarship from Jennifer Budinsky and Susan Bryant, who critique the notion of greenwashing in corporate sustainability rhetoric. Using their framework, this study evaluates whether Patagonia's marketing transcends mere eco-friendly claims to offer genuine environmental advocacy. Jenny Edbauer's rhetorical ecologies further contextualizes Patagonia's campaigns within broader networks of green advertising discourse, demonstrating how the company's messaging interacts with ongoing conversations about fast fashion, consumerism, and ethical marketing. Sonja Foss's method of narrative criticism is particularly relevant to this study, as it provides a lens through which the structure, function, and impact of Patagonia's narratives can be evaluated. This thesis ultimately argues that Patagonia's use of narrative and rhetorical appeals not only builds the company's credibility and identity but also contributes meaningfully to the discourse of green advertising. By aligning their brand with authentic environmental action and instilling identification with environmentally conscious consumers, Patagonia distinguishes itself in an industry often criticized for superficial sustainability claims. This research contributes to a deeper understanding of how rhetoric and storytelling can influence consumer behavior and shape ethical advertising practices in the context of environmental sustainability, as well as provide limitations to using such approaches in green advertising.
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653 $a Environmental advocacy
653 $a Sustainability rhetoric
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710 2 $a San Diego State University. $b Rhetoric and Writing. $e degree granting institution. $3 3767654
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773 0 $t Masters Abstracts International $g 86-06.
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