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

Abstract

With rising global awareness of environmental issues, green marketing has become a prominent strategy for companies seeking to differentiate themselves and build stronger customer relationships. This study investigates the role of green marketing in shaping brand loyalty within the fast-moving consumer goods (FMCG) sector. The research aims to analyze how eco-friendly initiatives—such as sustainable packaging, green product design, ethical advertising, and corporate social responsibility (CSR)—influence consumer attitudes and loyalty behavior. Using a structured questionnaire, data were collected from 300 FMCG consumers through convenience sampling. The analysis employed multiple regression techniques to explore the relationship between green marketing variables and brand loyalty indicators such as trust, satisfaction, and repeat purchase intent. The findings suggest that CSR initiatives and sustainable packaging are the most influential factors in fostering brand loyalty. Green advertising, while impactful, is less effective when not backed by genuine environmental practices. Furthermore, the study reveals that consumer trust mediates the relationship between perceived green efforts and loyalty, underscoring the importance of authenticity in marketing communication. This research contributes to the growing literature on sustainable consumer behavior and provides actionable insights for marketers in the FMCG sector. By integrating sincere green marketing strategies, brands can not only meet the ethical expectations of today’s consumers but also secure long-term loyalty and advocacy.