Choose Nature. Buy Less.

This ongoing study investigates sufficiency-promoting marketing techniques in the outdoor clothing industry. Case studies based on primary and secondary data are analysed to discuss which marketing techniques are implemented to support sufficiency-oriented consumption, and which impact this has on consumer behaviour and the business model. #sufficiency #marketing #businessmodel #casestudy #socialpracticetheory

Download the Conference Short Paper here.

So far, we have found evidence for a shift in the industry away from relying on selling new products towards more sufficiency-oriented business models aiming at keeping existing product in use and offering related services. By producing circular products and actively encouraging sufficiency-oriented consumption practices such as and reducing the overall acquisition of new products and prolonging product lifespans, the outdoor industry is acting in the spirit of SDG 12.


Figure 1: Sufficiency-oriented consumption practices promoted by outdoor brands & retailers on Instagram 2018-2020

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