The Discourse Analysis of Brands’ Green Sustainable Development Campaigns

Olga V. Glukhova, Ekaterina A. Cherednikova, Tatyana V. Evsyukova and Evgeniya V. Kazanskaya

Chapter 29 in Sustainable Development of the Green Entrepreneurial Economy, 2025, pp 337-350 from World Scientific Publishing Co. Pte. Ltd.

Abstract: As a global concern, sustainability issues require system-level consideration that engages businesses and organizations worldwide. An increasing interest of consumers and investors in brands’ commitment to a sustainable future makes companies seek the tools for demonstrating it. The linguistic analysis of this language data reveals the green values brands adhere to. The authors selected Nissan, Trainline, and Nike based on the criteria of having a sustainability strategy and differing approaches in marketing. The linguistic data for analysis (e.g., sustainability reports, slogans, mottos, and songs) was taken from the brands’ official websites and considered from the content point of view. The most frequent phrases and keywords undergo semantic analysis to identify the core values of each brand’s sustainability strategy. This paper identified sets of values such as innovation, eco-friendliness, commitment, and empowerment embedded in the brands’ messaging and conveyed to consumers. This means that loyal customers are made aware of the brand’s sustainability strategy, while at the same time, the brand educates and attracts new customers by promoting a green agenda.

Keywords: Green Entrepreneurial Economy; Sustainable Development; Sustainable Development Goals (SDGs); Economy of Transformations; Green Economy; Energy Efficiency; Renewable Energy Sources; Waste Disposal; Carbon Footprint; Green Technologies; Eco-City; Green Finance; Green Banking; ESG Strategies; Digitalization (search for similar items in EconPapers)
JEL-codes: O13 Q01 Q4 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789811290770_0029 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789811290770_0029 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789811290770_0029

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().