Eco-Critical Discourse Analysis of Social Media Products Description of Beauty Companies
A Case Study of the Body Shop
DOI:
https://doi.org/10.36755/ijll.v3i01.65Keywords:
Eco-Friendliness, Beauty Products, Social Media Advertisements, Greenwashing, The Body Shop, ECDAbstract
This study presents an Eco-Critical discourse analysis of Social media product descriptions in beauty Companies, focusing on The Body Shop as a case study. The aim is to examine how The Body Shop represents its products in terms of Eco-friendliness and sustainability on social media platforms and to critically analyze the underlying discourses and their environmental implications. The research employs a qualitative approach, drawing on eco-critical theory and discourse analysis. Additionally, the study investigates the alignment between the discourse presented in social media product descriptions and the company's actual practices regarding environmental sustainability. The findings reveal that The Body Shop utilizes various discursive techniques to construct an image of eco-friendliness and sustainability, including the use of natural imagery, appeals to ethical values, and claims of cruelty-free and environmentally responsible practices, and also used nature images for high ratings. They use ideologies according to the people’s mindset and erase all the chemicals which use in their beauty products and show images that are very close to nature like the use of fruits and seeds from different countries. The research highlights the importance of critically examining the representations of eco-friendly claims made by beauty companies on social media and calls for more informed and critical consumer engagement.
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Copyright (c) 2025 Fatima Faiz, Warisha Waseem (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
