Exploring the influence of corporate sustainability on consumer perceptions of brand sustainability within the Fast-Moving Consumer Goods (FMCG) sector

This research investigates the influence of corporate sustainability initiatives on consumer perceptions of corporate brands, focusing on generating positive brand symbolism, green brand trust, and green brand image, with brand evangelism as a mediating factor. Drawing from social psychology's literature on impression formation, it explores how these initiatives shape consumer attitudes. The theoretical model extends theories of information relevance and observational learning, providing a framework for ethical decision-making. An online survey of 219 respondents, conducted with a market research firm, evaluated various corporate brands across different industries. Findings reveal that brand sustainability significantly impacts purchasing intentions through brand evangelism. Key components influencing consumer perceptions include brand symbolism, green brand trust, and green brand image. These insights are particularly relevant for executives and marketers in the FMCG food sector, suggesting that leveraging symbolic elements of sustainability can enhance brand engagement, memorability, and profitability. The study identifies potential avenues for future research on corporate brand perceptions and sustainability.