Patagonia, a well-known American outdoor apparel brand, has implemented an 'earth usage fee' for online orders made through its Tmall store in China. Announced on March 30, the fee is part of an effort to address the environmental impact of high return rates, which saw 16,179 packages shipped during last year’s Double 11 shopping festival, with 11,277 returned, resulting in nearly 200 tonnes of carbon emissions. The fee charges 15 yuan (approximately $2) for the first item and 5 yuan for each additional item, with the potential for refunds if items are kept. However, returns not related to quality will not receive refunds for the fee, and customers must also cover return shipping costs. This initiative has sparked significant backlash on Chinese social media, where users argue that Patagonia should focus on improving product representation rather than shifting responsibility to consumers. Critics highlighted that high return rates, particularly in women's apparel, often stem from misleading product images. Patagonia defended its decision, stating that the fee reflects the actual environmental cost of deliveries and is part of a broader commitment to sustainability.