Exploring the Impact of Sustainable Packaging on Brand Value and Consumer Loyalty FMCG Sector : Insights from Unilever
Akter, Md Solaiman Bin; Kabir, Tanjila (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051210966
https://urn.fi/URN:NBN:fi:amk-2025051210966
Tiivistelmä
Sustainable packaging has recently drawn attention as people are becoming more concerned about the environment. For this reason, the purpose of this study was to examine how such packaging affects brand value and consumer loyalty in the FMCG industry. Unilever has been selected as the main case example as it is widely known for promoting sustainability through its packaging choices. From the study it is found that packaging plays a strong role in shaping how customers view a brand in terms of trust, innovation, and quality.
This study used an online questionnaire survey to gather data. In total, 51 responses were collected, which was considered enough for this type of research. The study observed that although general concern about sustainability was high among participants, awareness of Unilever’s specific actions was mixed. It is also noticed that many people struggle to identify genuine eco-friendly packaging due to unclear labelling or design. The study highlights that customer loyalty increases when packaging appears honest and consistent, though price and practical factors still influence their choices. It is strongly believed that this study can support brands in improving sustainability communication and building long-term trust with consumers.
This study used an online questionnaire survey to gather data. In total, 51 responses were collected, which was considered enough for this type of research. The study observed that although general concern about sustainability was high among participants, awareness of Unilever’s specific actions was mixed. It is also noticed that many people struggle to identify genuine eco-friendly packaging due to unclear labelling or design. The study highlights that customer loyalty increases when packaging appears honest and consistent, though price and practical factors still influence their choices. It is strongly believed that this study can support brands in improving sustainability communication and building long-term trust with consumers.