Ecolinguistics and Multimodal Discourse Analysis of Product Packaging: Constructing Sustainability Narratives in Consumer Goods

Abstract

This study aims to explain how environmental discourses are constructed in the discourse of eco-friendly consumer products by integrating linguistic and multimodal discourse analysis. The paper combines concepts from ecolinguistic theory with multimodal discourse analysis to critically examine how both language and visual design socially reflect sustainability. With its emphasis on the discovery of ecological narratives embedded in language, ecolinguistics assumes that these narratives have a profound impact on human perception and on how people interact with the environment (Stibbe 2015). Meanwhile, multimodal discourse analysis provides an organized method for understanding discourse as a practice that creates meanings, ideologies, and cultural values through the use of colors, images, and symbols (Fairclough 1995). The study takes the qualitative research design and examines five products, including fabric conditioner, reusable face cloth, bamboo nappies, reusable tumbler, and plantable seed bags, relying on the packaging artifacts and promotional artifacts through which it forwards environmental claims, including biodegradability, reuse, and plastic-free packaging. Results show that the discourse of environmentally friendly products/resources raises recurring concerns about sustainability through the use of environmental words, natural images, and recyclable resources. The use of visual symbols, such as plant icons, natural color palettes, and eco-labels, reinforces the plausibility of environmental claims and eases the communication of ecological values to consumers. The research concludes that green product packaging is not only an instrument of marketing but also an environmental communication model that promotes sustainable lifestyles and environmental awareness.