Environmental Marketing and Brand Perception in the Sports Apparel Industry

The paper covers the history of environmental marketing from its beginnings conception to its current day use. With respect the sports apparel industry, a survey was conducted to gain insight on consumer environmental consciousness and their purchasing habits of environmentally friendly products. Additional in the survey was the consumers' perception of sports apparel brands regarding each brand's environmental friendliness. Comparing these results with the averages of select environmental indices, a company was chosen. This company showed the largest gap between their current, positive environmental efforts and their low perception by the consumers in regards to these efforts. This company then had their current efforts reviewed and suggestions where made on how they could raise their environmentally friendly perception with consumers.