ABSTRACT

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.

摘要

已经出现了研究，发现越来越多的公司提供有关如何使他们的品牌或产品对保护环境有益的详细信息，以此作为识别环境品牌的概念性策略。文献还支持将绿色品牌推广到基于Web的通信中，以针对寻找与其价值体系相符的品牌和产品的消费者。我们参考了有关绿色广告和营销，企业社会责任和框架的文献，进行了内容分析，着眼于护肤和化妆品网站上的环境品牌识别，以及用于构筑与环保相符的绿色的各种元素。总体而言，调查结果显示，尽管关联声明仍然主导着绿色品牌，因此意味着环保。包含其他实质性声明和有关CSR的详细信息表明，护肤品和化妆品品牌如何打造绿色标识，以支持对环境的关注，而该环境正逐渐成为基于Web的沟通的核心部分。