Evaluating Eco-Brand Communication Strategies on Facebook and Instagram: A Quantitative and Segmental Approach

Abstract

The paper focuses on analysing the communication strategies of leading eco-brands: Patagonia, Blueland, Kleen Kanteen, Meloria Beauty, Tentree, VEJA, and Who Gives a Crap on the social media platforms Facebook and Instagram. The aim is to compare the performance of these eco-brands across platforms through segmentation and quantitative analysis that combines key metrics such as number of followers, engagement rate, and total volume of interactions. The analysis is based on a multi-level analytical framework that allows for a differentiated interpretation of brand performance and their position within the digital ecosystem. Using visualization techniques, brands are divided into segments based on their relative reach and engagement. A secondary goal is to identify content formats with the highest potential for generating interactions and to distinguish them from less effective approaches. The results contribute to a better understanding of the dynamics of eco-marketing in the online environment and offer empirically based recommendations for optimizing the communication strategies of environmentally oriented brands. The study also provides a comparative view of the effectiveness of Facebook and Instagram as platforms for communicating environmental values and brand sustainability.