Compatibility Between Business and the Environment: Examples from a case study of Patagonia

Abstract

A relatively new concept, corporate environmentalism refers to the action corporations are taking to become more conscience of their environmental impacts. Using a case study of the company Patagonia, the dual motivations that exist for it and other companies to adopt more environmentally friendly policies are used to argue that environmental responsibility in business is possible. These motivations are values and beliefs held by those inside a company and financial gains found in corporate sustainability. Although there still exist many barriers, such as financial markets, lacking consumer education, and global complexity, businesses are taking steps to overcome these obstacles. The momentum companies are gaining once again illustrates that not only can sustainable business exist, but that it is becoming an imperative