Date of Completion

Spring 5-1-2020

Thesis Advisor(s)

John Murphy

Honors Major

Digital Media and Design


Advertising and Promotion Management | Business Analytics | Communication Technology and New Media | Digital Humanities | Environmental Studies | Graphic Communications | Graphic Design | Marketing | Public Relations and Advertising | Social Media | Technical and Professional Writing


In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety of web and social media analytics platforms, as well as analysis of content from social listening. The results speak not only to the future of branding and marketing, but also how brands and consumers behave and influence one another online.