Country Green Brand Promotion: A Sentiment Analysis

Tetyana Pimonenko; Oleksii Lyulyov; Yana Us

doi:10.23762/FSO_VOL13_NO2_2

Published : 2025-07-26

Vol. 13 No. 2 (2025)

Country Green Brand Promotion: A Sentiment Analysis

Tetyana Pimonenko

https://orcid.org/0000-0001-6442-3684

Oleksii Lyulyov

https://orcid.org/0000-0002-4865-7306

Yana Us

https://orcid.org/0000-0003-1451-0450

DOI: https://doi.org/10.23762/FSO_VOL13_NO2_2

Abstract

Intensifying global environmental challenges have amplified the need for strategic ecological communication. With rapid digitalisation, public sentiment has become a key factor in shaping a country's green reputation, primarily through social platforms. These dynamics underscore the relevance of investigating the relationship between digital public sentiment and the effective promotion of a country's green brand. The aim of this study is to apply sentiment analysis to user-generated content to identify emotional trends in green brand promotion and determine the most effective digital channels for strategic ecological communication. To achieve this, the research applies sentiment analysis to user-generated content tagged with green-related hashtags (#GreenEconomy, #UkrainianBrand, #GreenUkraine, #SustainableUkraine) across various social media platforms. The methodology combines computational text analysis and content categorisation, focusing on the emotional polarity (positive, neutral, negative) and engagement levels of posts. Data were collected using digital monitoring tools, followed by a one-way ANOVA to assess differences in sentiment and user interaction across platform types. The findings indicate that #SustainableUkraine and #GreenEconomy are associated with the highest levels of positive sentiment, suggesting strong international receptiveness to sustainability narratives. In contrast, #UkrainianBrand often triggers more critical reactions, influenced by broader socio-political contexts. Visual platforms such as YouTube and Instagram generated the most positive emotional responses, while text-based platforms like X (Twitter) and Tumblr displayed more neutrality or criticism. LinkedIn emerged as a space for analytical and professional discussions. The study contributes to the field of green nation branding by offering a real-time, data-driven framework to assess public attitudes toward a country's environmental identity. Practically, the research provides evidence-based guidance for policy-makers and brand strategists on how to tailor green communication. It advocates for prioritising emotionally resonant visual content and platform-specific messaging to enhance a country’s environmental image and reinforce global trust in its sustainability trajectory.

Keywords:

green brand, sentiment, social media, environmental communication, public perception, sustainable development, national branding, digital platforms, eco-communication strategy.

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Pimonenko, T., Lyulyov, O., & Us, Y. (2025). Country Green Brand Promotion: A Sentiment Analysis. Forum Scientiae Oeconomia, 13(2), 27–51. https://doi.org/10.23762/FSO_VOL13_NO2_2

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