A MULTIMODAL ECO-LINGUISTIC ANALYSIS OF ECO-FRIENDLY PRODUCT MARKETING IN PAKISTAN: A DISCOURSE PERSPECTIVE

Abstract

The study investigates the multimodal construction of eco-friendly product identities in Pakistan through an eco-linguistic and multimodal discourse analysis. The research aims to explore how brands employ language, visuals, colour, layout, and material design to communicate sustainability, and to examine the potential implications for consumer perception and greenwashing. The study draws on theoretical frameworks from ecolinguistics (Stibbe, 2015), social semiotics (Van Leeuwen, 2005; Kress & van Leeuwen, 2006), and multimodal discourse analysis (Machin & Mayr, 2012) to analyse how corporate texts and product packaging construct environmental narratives. A qualitative research design was employed, with purposive sampling of five eco-friendly products available in Pakistan: Sunsilk Shampoo, Nestlé Pure Life, WBM Care Bamboo Tissue, Nestlé Milo Paper Straw, and EcoPak Brownie Cookies packaging bags. Data were collected from product packaging, official websites, and digital advertisements, and analysed across six semiotic modes: linguistic, visual, colour, layout/typography, material/design, and interaction of modes. Findings reveal that brands consistently use positive ecological vocabulary, natural imagery, green and earthy colour schemes, and sustainable materials to construct coherent narratives of environmental responsibility. While these multimodal strategies enhance consumer perception of eco-friendliness, textual claims often remain generalised, highlighting the potential for greenwashing. The study concludes that multimodal communication is a powerful tool for shaping sustainability discourse. Still, it emphasises the need for regulatory standards and transparency to ensure that environmental claims reflect genuine corporate responsibility. This research contributes to the understanding of eco-linguistic marketing in the Pakistani context and demonstrates the effectiveness of multimodal analysis for exploring environmental representation in consumer products.