Multimodal green branding

A critical discourse analysis of sustainability narratives in the body shop and l’oréal paris

Abstract

This study investigates the construction of green branding and the potential presence of greenwashing in the marketing strategies of The Body Shop and L’Oréal. Using a multimodal critical discourse analysis approach, the research examines both verbal and visual elements from official websites and social media platforms to explore how these brands convey their environmental commitments. The findings reveal that The Body Shop consistently demonstrates authentic green branding through transparent messaging and visuals that emphasize ethical practices and sustainability initiatives. In contrast, L’Oréal’s communication, while highlighting scientific innovation and future goals, often lacks specific and verifiable actions, raising concerns about the risk of greenwashing. By integrating perspectives from recent literature on green branding and greenwashing, this study highlights the importance of coherence and transparency in building credible environmental brand identities. The insights provided contribute to a deeper understanding of how brands shape consumer perceptions in the era of sustainability marketing, offering practical implications for marketers and future research directions.