Patagonia Faces Backlash in China Over 'Earth Usage Fee' to Cover Its Carbon Footprint

US outdoor brand Patagonia is asking Chinese customers to pay for its carbon emissions, drawing swift backlash.

The US outdoor brand launched what it calls an "Earth Usage Fee" on March 30, requiring shoppers to pay 15 yuan (US$2) for a first item and 5 yuan for each additional item at checkout.

The charge is refunded if customers keep their purchases – but if they return items, Patagonia keeps the money and donates it to environmental projects.

In a detailed explanation posted on social media, the company said its shipping operations have generated 190.36 tons of carbon emissions, with returns accounting for another 40.9 tons. It said the initiative is meant to nudge consumers to "think twice before buying, and again before returning," rather than serve as a simple fee increase.

Chinese consumers were largely unconvinced. Many said they would simply shop elsewhere. "I'd rather not buy at all," wrote one commenter, "than owe the Earth." Others argued the fee misplaced responsibility – that if return rates were high, brands should examine their own product quality and sizing, not charge customers for the inconvenience.

Founded in 1973 by Yvon Chouinard, Patagonia has built its reputation on sustainability and functional outdoor gear.

Business registry data shows the brand's China-linked entity, Shanghai Bata Outdoor Products Co., established in 2016, has previously been fined by local regulators for misleading advertising, according to Tianyancha.