Sustainable Practice Exposure And Consumer Reactions To Csr: The Role Of Brand Perception In Pakistan’S Fmcg Sector

Abstract

This study analyses the impact of sustainable practices on C-C identification, loyalty, and advocacy in relation to the mediating role of brand competence perception and ethical brand image, while involving the moderating role of CSR attributions between FMCG brands. Based on attribution theory, it applies quantitative explanations to interactions within the proposed model. This questionnaire was structured by the Likert scale questionnaire for Pakistani fashion brands, and 300 responses were analyzed through PLS-SEM to evaluate structural and measurement models. The finding indicated that SPE has positively significant effects on GP. Similarly, GP has positively significant effects on CFR. CFR has positively significant effects on RI. Additionally, SPE has positively significant effects on BCP and EBI. Moreover, BCP has positively significant effects on CCILA. EBI has positively significant effects on CCILA. BCP, EBI have positively significant mediates between SPE and CCILA. GP has positively significant mediates between SPE and CFR. Also, CFR has positively significant mediates between GP and RI. ICSRA and ECSRA showed positively insignificant moderation effects, except that ICSRA negatively and significantly moderates the relationship between SPE and EBI. This study provides managerial implication that the FMCG brand manager may apply and integrate sustainability into product development and communication strategies to enhance consumer trust, ethical brand image, and brand loyalty over time.

Keywords:

Customer-Company Identification, Loyalty and Advocacy, Corporate Social Responsibility, Sustainable Practices, FMCG Industry, Pakistan.