How Anti-consumption Marketing Affect Consumers’ Attitudes and Purchase Intentions

Abstract

This research aims to conduct a market analysis of Patagonia’s anti-consumption marketing approaches to explore how they affect consumer attitudes and purchase intentions and evaluate if other clothing brands should adopt anti-consumption marketing methods. To answer the decision question, this research will employ two stages of secondary research followed by a stage of primary research. First, Patagonia’s current performance, especially concerning its anti-consumption business concept, will be analyzed using secondary data from online sources to allow research questions to be developed for subsequent analysis. Second, qualitative research will be performed through an ethnographic approach. Social media comments will be evaluated to understand consumers’ attitudes towards Patagonia’s anti-consumption marketing methods to allow for hypotheses to be developed for subsequent analysis. Third, a cross-sectional quantitative analysis will be carried out on SPSS based on data generated from a Qualtrics survey. Results of the tests indicate that consumers have relatively positive attitudes towards anti-consumption marketing and are less likely to purchase the product that appeared in an anti-consumption advertisement. Recommendations based on the findings include that adopting anti-consumption marketing techniques can preserve a long-term competitive advantage by improving brand resonance and marketing tactics could shift towards more anti-consumption marketing to correspond with consumers’ anti-consumption behaviours.