This study analyses how eco-conscious European consumers interpret and respond to narratives advocating Illipe Butter, a sustainable cosmetic and food ingredient marketed as both eco-friendly and functionally beneficial. Conducted in three research objectives, the research analyses (1) consumer interpretations of sustainability narratives, (2) identifies the key elements that align with eco-conscious audiences, and (3) analyses the impact of how three narrative components: credibility, emotional appeal, and benefit emphasis can highlight the perceptions of brand authenticity and its value. The results indicate that consumers think critically rather than passively by choosing effective narratives based on credibility, emotional resonance, functional utility, and alignment with the sustainability values. Persuasion appears as a priority for credibility, with reliable sources and transparent contexts helping to avoid perceptions of greenwashing. Authentic emotional narratives may enhance engagement with people, while functional benefits ground sustainability claims in practical relevance. Importantly, resonance was strongest when these dimensions operated synergistically, balancing rational, emotional, and ethical appeals. The study contributes to theories of green consumer behavior and narrative persuasion by demonstrating how multidimensional storytelling shapes consumer trust, identity alignment, and brand loyalty. In conclusion, it is recommended that effective sustainability communication needs credible partnerships, authentic emotional narratives, and clear articulation of both ecological and functional advantages to shows consumer trust and long-term commitment.functional advantages to foster consumer trust and long-term commitment.


Keyword: Public Relations, brand image, integrated communication, emotional branding,and crisis management.