Title:
Consumer Perceptions of Sustainability Practices in the FMCG Industry:- A Mixed-Methods Analysis of Unilever's Initiatives

Authors:
Ivan Ugochukwu Enebeli, Germany

Abstract:

This study investigates the relationship between Unilever's sustainability practices and consumer perception using a mixed-methods approach. Despite the increasing focus on corporate sustainability practices in the Fast-Moving Consumer Goods (FMCG) sector, the link between sustainability initiatives and consumer behaviour remains complex and insufficiently understood. Through an explanatory sequential design that combines quantitative surveys (n=1000) and qualitative methods (executive interviews and consumer focus groups), this research study examines consumer awareness of Unilever's sustainability efforts, their influence on purchasing decisions, and the relationship between sustainability messaging and brand loyalty. Findings of the research study reveal an intention-action gap, where consumers express support for sustainability but do not consistently translate into purchasing behaviour. The study identifies key drivers and barriers to sustainable consumption and provides recommendations for and to FMCG companies to effectively communicate sustainability initiatives while addressing the value-action gap in consumer behaviours.

DOI: https://doi.org/10.51505/IJEBMR.2026.10704