What strategy in Orsato's framework is Patagonia applying? Justify why.

In order to answer this question, we first need to understand what Orsato's framework is. Orsato's framework is a model that categorizes sustainability strategies into four types: Eco-efficiency, Sustainable cost leadership, Eco-branding, and Environmental risk management.

Patagonia, a clothing company known for its strong commitment to sustainability, applies the Eco-branding strategy in Orsato's framework. This strategy involves creating a strong brand around sustainability and using it as a competitive advantage.

Justification:

1. Patagonia has a strong commitment to environmental sustainability, which is reflected in its mission statement: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
2. The company invests heavily in sustainable materials and processes. For example, it uses recycled materials in its products and invests in renewable energy for its operations.
3. Patagonia's commitment to sustainability is a key part of its brand identity. The company is often associated with environmental activism and has a loyal customer base that values its sustainability efforts.
4. Patagonia also uses its sustainability efforts to differentiate itself from competitors. For example, it offers a repair service for its products to reduce waste, which is not commonly offered by other clothing companies.

Therefore, based on Orsato's framework, Patagonia is applying the Eco-branding strategy.