An Analytical Study of Social Media Influencer Marketing and Greenwashing Practices in FMCG Brands

Abstract: The rapid growth of social media influencer marketing has transformed the way Fast-Moving Consumer Goods (FMCG) brands communicate with consumers. At the same time, increasing environmental awareness has encouraged brands to promote sustainability-related claims, raising concerns about greenwashing. This study analytically examines the relationship between social media influencer marketing and greenwashing practices in FMCG brands, with a focus on influencer credibility, consumer awareness, trust, brand credibility, and purchase intention. The study highlights the importance of transparent and authentic sustainability communication and examines how misleading environmental claims communicated through influencers may influence consumer perceptions and behaviour. The study emphasizes the need for evidence-based environmental claims, responsible influencer endorsements, and greater consumer awareness to promote ethical and credible sustainability marketing in the FMCG sector. Keywords: Social Media Influencer Marketing, Greenwashing, FMCG Brands, Sustainability Communication, Consumer Trust, Brand Credibility, Environmental Claims, Consumer Behaviour, Green Marketing, Purchase Intention.