Critical discourse analysis reveals how beauty brands influence consumer perceptions of sustainability through gendered messages.
Key Points
Both The Body Shop and Garnier utilize gendered visuals and language to reinforce environmental responsibility, enhancing their brand images.
The Body Shop promotes empowerment in its eco-marketing, while Garnier aligns its strategies with traditional beauty standards, focusing on eco-friendly aesthetics.
This research employs Critical Discourse Analysis to analyze advertisements from 2021 to 2025, revealing the influence of gender in green marketing campaigns.
The study calls for future exploration of gender's role in shaping consumer reactions to green marketing, particularly in emerging markets like Indonesia.