Examination of Consumer Behavior Assignment
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
Examination of Consumer Behavior Assignment
Examination, Consumer, Behavior, Assignment
Description
Marketing Responsibly: Patagonia Redefines What It Means to Be Transparent and Authentic?
Marketing faces challenges and criticism on many fronts. Apparel and sporting goods company Patagonia has recently been in the spotlight because of its work to change perceptions about the role of marketing.
For over 40 years, Patagonia has supplied well-heeled adventurers with all the gear they need to brave hiking in the Great North Woods, the jungles of Africa, or the wilds of the suburbs!108 Products include everything from fleece jackets and sleeping bags to smoked salmon.109,110 Patagonia’s commitment to corporate social responsibility is embedded in its culture and has spawned initiatives focused on energy conservation, fair trade, recycling, and consumerism.
In 2011, they even ran an ad on Black Friday saying “Don’t Buy This Jacket,” encouraging their customers to “buy less and reflect” before they made a purchase.
In an effort to lower the costs of production, the company has joined many other apparel providers in moving their pro-duction offshore. A consequence of this strategy is a reduced amount of control over how the laborers who assemble their products are treated and paid.
To address this issue, Patagonia helped found the Fair Labor Association, an organization that provides an objective perspective on member companies’ labor practices. Since 2007, Patagonia has worked diligently, along with Verite, a nongovernmental organization that works on labor issues to make improvements in the practices of the company’s first-tier suppliers.
Through these efforts, it was able to reduce the number of first-tier suppliers from 108 to 75, which improved the company’s ability to have more control over how these companies treat workers.
However, in 2011 Patagonia’s own extensive audits uncovered new supply chain problems with human trafficking, forced labor, and exploitation. They are now trying to go beyond the gains made in their previous work with the first-tier suppliers.
Their new focus is on suppliers buried more subtly in the complicated apparel supply chains: mills and suppliers of raw materials. Patagonia has also asked Verite to help with additional audits. Why has a company so committed to fair labor practices had so many problems conquering this issue? A major problem is the very nature of the apparel supply chain, which is unwieldy and complicated, and spreads around the globe.
Patagonia’s experience demonstrates the challenges of treating workers fairly at every step of the production process, even when a company has a very public and sincere desire to do so.
Clearly, the company has a lot at stake because its branding identity is so closely tied to its leadership in social responsibility. This may be particularly true with millennials, a key part of Patagonia’s customer base and a generation that research indicates is particularly concerned about companies being good corporate citizens.
Patagonia’s efforts seem to be paying off in both social good and in revenues. CEO Rose Marcario, who leads the corporate social responsibility (CSR) charge, has seen sales improve fourfold during her decade-long tenure.
Following a decision to give away all of its 2016 Black Friday sales to environmental organizations, the company signed up 24,000 new customers. According to Marcario, “Doing good work for the planet creates new markets and makes [us] more money.”
In addition to its work on fair labor practices, Patagonia has pursued other CSR (corporate social responsibility) projects. The company launched an initiative focused on the reuse of clothing, in the first move into what is being called recommence.
Their Worn Wear program includes options to repair older garments or trade them in for new ones. The used clothing is also resold in the Worn Wear section of Patagonia stores and online.
This program helps to meet sustainability goals and also provides a lower cost option for the brand sometimes derisively called “Patagucci.” Another initiative, Patagonia Action Works, pairs Patagonia customers with activist groups. Patagonia founder Yvon Chouinard says it is “like a dating site” to bring together individuals and grassroots environmental groups.
Patagonia continues to make CSR a priority, including the difficult struggle to monitor and actively work to improve conditions throughout every level of its supply chain.
Do you believe that consumers consider a brand’s supply chain ethics when they purchase apparel?
Do consumers bear any responsibility for the ways in which laborers in the apparel industry are treated?
Since Patagonia is higher-priced apparel offering, should the company simply move production back to the U.S.? Would you be willing to pay a premium for clothing made in the U.S. where laborers would be protected by U.S. laws?
What other factors related to Corporate Social Responsibility should Patagonia consider when it makes the onshore/offshore decision? How could the efforts of companies like Patagonia affect CSR efforts in other companies in its industry or in related industries?
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EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
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3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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