From Green Claims to Green Action: Corpus-Based Evidence of Sustainability Discourse in Pakistani Banking Advertisements

Abstract

The use of the term "green" in advertising has become ubiquitous in recent years, often associated with environmental sustainability and corporate social responsibility (CSR). This study explores the collocational profile of the term "green" within Pakistani banking advertisements, investigating whether its usage is authentic ("green-doing") or deceptive ("green-washing"). The significance of this research lies in the rising consumer concern for environmental practices and the increasing pressure on businesses to present themselves as eco-friendly. By analyzing 100 banking advertisements from Pakistani banks over the past five years, the study applies a mixed-methods approach, using both qualitative content analysis and quantitative linguistic profiling to uncover the context in which the term “green” is used. The findings suggest that while a number of advertisements demonstrate a commitment to sustainability, there is a noticeable trend of superficial eco-friendly claims that may be classified as green-washing. This paper provides valuable insights into how Pakistani banks utilize environmental language to shape public perception, which can inform future regulatory practices and marketing strategies in the region.

Keywords: green-washing, green-doing, collocational analysis, Pakistani banks, advertising, CSR, environmental sustainability