Sustainability labels and greenwashing in FMCG : A consumer awareness and Trust perspective
Name - Panjwani Thakkar prem Vipul
College - Changu Kana Thakur ACS college new panvel
Qualification - BCOM Guide Name - DR KIRTI VARMA
Abstract :
Sustainability labels in the Fast-Moving Consumer Goods (FMCG) industry aim to promote ethical consumption, but rising greenwashing has weakened consumer trust. This study examines how consumers perceive and react to such labels, especially in markets prone to deceptive green claims. Mixed-method findings show that consumers struggle to verify label authenticity, fostering skepticism. Verified third-party eco-labels enhance trust and influence choices, while vague or uncertified labels increase doubt. The research underscores the importance of credible certification to support informed, sustainable purchasing.
Keywords: Sustainability labels, Greenwashing, Consumer trust, Eco-labels, FMCG, Perception, Certification, Ethical consumption