Green Trust, Lasting Loyalty: The Influence of Eco-Marketing on FMCG Consumer Behavior

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Brand loyalty is significantly influenced by green marketing strategies, particularly through CSR initiatives and sustainable packaging.
Data collected from 300 FMCG consumers revealed that trust mediates the link between perceived green efforts and loyalty.
Multiple regression analysis showed that ethical advertising impacts brand loyalty, but requires genuine practices to be effective.
This research highlights how integrating authentic green marketing can meet consumer expectations and foster long-term loyalty.

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Research shows green marketing boosts brand loyalty in FMCG consumers, suggesting CSR and packaging play key roles.

Zahid et al. (2025) studied this question.

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