Is it all for show? Environmental brand identification on skin care and cosmetic websites

Michelle I. Seelig, Ruoyu Sun, Huixin Deng, Sanchary Pal

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Research has emerged that found more companies providing details about how their brand or product is made beneficial to protecting the environment as a conceptual strategy for environmental brand identification. Literature also supports that green branding extends to Web-based communication aimed at consumers looking for brands and products aligned with their value system. Drawing from the literature on green advertising and marketing, CSR, and framing, we conducted a content analysis that looks at environmental brand identification on skin care and cosmetic websites and the various elements used to frame greenness consistent with pro-environmental stewardship. Overall, findings show improvements including more substantive claims and CSR activities on websites though associative claims still dominated framing brands green, and thus imply eco-friendly. The inclusion of additional substantive claims and details about CSR shows how skin care and cosmetic brands craft a green identity endorsing caring for the environment that is progressively becoming a core part of web-based communication.

Original languageEnglish (US)
Pages (from-to)436-456
Number of pages21
JournalJournal of Marketing Communications
Issue number4
StatePublished - 2021


  • Framing
  • branding
  • corporate social responsibility
  • environmental claims
  • green themes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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