Green Words, Grey Practices: An Eco linguistic Analysis of Green washing Stories in Pakistani Brand Slogans

Abstract

The paper examines the problem of green washing in Pakistani brand slogans critically based on Eco linguistic framework developed by Arran Stibbe (2015 & 2021). The researchers explore how different brands through language create false stories about the environment. The study involves a data set of 15 slogans in industries, such as bottled water, cosmetics, textiles, food and beverages, telecommunications, and real estate. The study investigates the slogans data set in terms of lexical terms, metaphors, and evaluative language. Results indicate that slogans mostly use symbolic green language, making consumption seem ecological, creating eco-identities, and withholding important information related to the reality of environmental practices. The research sheds light on the green washing techniques of cross-industry in Pakistan by applying the model created by Stibbe to the South Asian region. More specific implications relate to inherent application in the regulation field, encouraging genuine sustainability reporting, and enabling consumers to address eco-assertions critically. Future studies can examine comparative, multimodal, and longitudinal studies of green washing in various markets.