Nestle Green Branding and Consumer Perception: Evaluating Nestle’s Sustainability Packaging Campaigns

In an era of heightened environmental consciousness and corporate accountability, green branding has emerged as a critical strategic imperative for multinational corporations operating in the fast- moving consumer goods sector. This research investigates the complex relationship between Nestlé’s sustainable packaging initiatives and consumer perception, trust, and purchasing behavior within the Indian market context. The study adopts a quantitative research methodology, employing a structured survey questionnaire administered to 82 purposively selected consumers aged 18 and above from urban and semi-urban areas where Nestlé product maintain significant market presence. The research reveals compelling insights into contemporary consumer environmental consciousness and its translation into brand loyalty and purchasing decisions. Findings demonstrate that 78% of respondents possess awareness of Nestlé’s sustainable packaging initiatives, indicating successful penetration of environmental messaging across diverse communication channels. However, the study uncovers a notable trust gap, with only 62.2% of consumers expressing confidence in the authenticity of Nestlé’s environmental commitments, suggesting sophisticated consumer evaluation of corporate sustainability claims and heightened skepticism toward potential greenwashing practices.