品牌收“地球使用费”上热搜！网友吵翻

Core Viewpoint - Patagonia has launched the "Earth Usage Fee" initiative, which introduces a shipping fee structure aimed at encouraging consumers to think twice before returning products, with the goal of reducing carbon emissions associated with returns [2][7]. Group 1: Earth Usage Fee Details - Starting in April, consumers will pay a shipping fee of 15 yuan for the first item purchased, with an additional 5 yuan for each subsequent item. If no returns are made, the shipping fees will be refunded; however, if returns are made, the initial 15 yuan will be deducted [2][5]. - For example, purchasing two items incurs a shipping fee of 20 yuan. If both items are returned, no shipping fee will be refunded; if one item is returned, 5 yuan will be refunded; and if no returns occur, the full 20 yuan will be refunded [5]. Group 2: Environmental Impact and Consumer Response - Patagonia's social media post highlighted that during the Double 11 shopping festival in 2025, the return rate reached 69.7%. From 2023 to 2025, the brand's Tmall flagship store generated 190.36 tons of carbon emissions from shipping, with 40.9 tons attributed to returns [7]. - Consumer reactions have been mixed, with some expressing confusion and frustration over the initiative, while others appreciate the brand's commitment to environmental protection and rational consumption [9][11]. Group 3: Brand Background and Controversies - Patagonia, founded in 1973 by Yvon Chouinard, is known for its high-performance outdoor gear and commitment to environmental sustainability [11]. - The company has faced scrutiny, having been fined 40,000 yuan for misleading advertising and failing to properly disclose patent information in its promotions [14].