Branding Journalism em Patagonia: A comunicação da marca na promoção do consumo consciente

Abstract

This research investigates the use of communication resources by the Patagonia brand to engage consumers and encourage conscious consumption. To do this, the research used discourse analysis and a bibliographic survey to analyse the "Sports" section of the Patagonia website, which includes stories of sportspeople who adhere to a lifestyle in harmony with the environment. The results reveal that the brand builds a charming narrative around sustainable development, using content authored by consumers themselves to strengthen its positioning and promote sales. As such, this study contributes to a deeper understanding of the communication practices of brands that appeal to sustainability and suggests directions for future research on the subject.