Markaların Sürdürülebilirlik Mesajının Güçlendirilmesinde Ambalajın Rolü: Göstergebilimsel Bir Analiz
The Role of Packaging in Strengthening Brands’ Sustainability Messages: A Semiotic Analysis

Summary/Abstract: This study comprehensively examines the critical role of packaging in strengthening brands’ sustainability claims. The research aims to conduct a semiotic analysis of the packaging of Going Zeero and Lindos, two brands in the personal care and cleaning product category in Turkish market, to assess how sustainability messages are constructed and evaluate the sustainability claims of the two companies in this context in terms of greenwashing. In the analysis based on Barthes’ Theory of Semiology, cases were examined in detail, from packaging material to symbolic, visual and verbal elements in communication elements, and an evaluation was made from the perspective of value-action gap on the sustainability messages of both brands. The findings inquiry the effectiveness of packaging in conveying sustainability messages and examine the performance of companies in terms of greenwashing. In this context, the study aims to contribute to the literature and provide an objective evaluation for practitioners by drawing attention to the importance of consistency between sustainability communication and practice.

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