Marketing for Less Consumption

Choose Nature. Buy Less.

Sufficiency-promoting Marketing in the Outdoor Industry

Maren Ingrid Kropfeld, University of Oldenburg
Maike Gossen, TU Berlin


This paper 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, how the success of these instruments is defined and measured, and which impact a sufficiency-orientation has on the business strategy.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: