Reflection of sustainability policies on consumer comments as an ethical approach in public relations: The Sleepy example

This study examines how sustainability policies are constructed as an ethical communication strategy within the context of public relations and how these efforts are perceived by consumers, using the brand Sleepy as a case study. Increasing environmental and social awareness has necessitated that brands be evaluated not only by their economic performance but also by their commitment to social responsibility. In this framework, sustainability has gained strategic importance in terms of corporate reputation and brand equity. The study comparatively analyzes Sleepy's corporate discourse regarding its "Bio Natural" product line and consumer reviews, along with brand responses, on the e-commerce platform Hepsiburada. The theoretical basis of the research draws on Grunig's Excellence Theory, Fombrun's Reputation Theory, Aaker's Brand Equity Model, and Laufer's Greenwashing Framework. A qualitative case study design was adopted, and the data were analyzed using thematic analysis techniques. Overall user evaluations indicate that Sleepy's baby care products are perceived positively by the majority of consumers. While over 76% of users provided five-star ratings, approximately 14% expressed dissatisfaction. According to Grunig's two-way symmetrical communication model, Sleepy demonstrates an effort to engage with consumers through informative responses; however, some feedback points to superficial, standardized replies that lack sufficient specificity. In light of Fombrun's theory, although the brand's success-oriented discourse fosters a positive image, issues such as product quality inconsistency, lack of transparency, and limited customer service responses undermine trust. Aaker's model suggests that while Sleepy maintains high brand awareness and strong associations, challenges related to perceived quality and customer loyalty may jeopardize the sustainability of its brand equity. From the perspective of Laufer's greenwashing critique, although the sustainability claims concerning product content are largely positively received, problems in packaging and logistics raise concerns about the consistency of these claims. viii In conclusion, Sleepy's institutional discourse—shaped around sustainability, brand equity, corporate reputation, and communication strategy—only partially aligns with consumer feedback. In practice, certain inconsistencies affect consumer perception, highlighting that producing positive corporate narratives alone is insufficient. Alignment between corporate discourse and actual user experience is essential in building sustainable reputation and loyalty. A transparent, consistent, and interactive sustainability strategy across all stages of production and delivery is vital for enhancing both communication effectiveness and stakeholder trust. KEYWORDS: Public Relations, Ethics, Sustainability, Sleepy