Sustainability as the Brand Value: Conceptual Insights from the FMCG Sector

Abstract

The Fast-Moving Consumer Goods (FMCG) sector is a cornerstone of the global economy, encompassing everyday products such as food, beverages, personal care items, and household goods. These products are characterized by high purchase frequency, low cost, and short shelf life, making the FMCG industry one of the most dynamic and competitive markets. However, the sector’s scale and operational intensity have significant environmental and social consequences. From excessive packaging waste to carbon-intensive supply chains and labor concerns in sourcing raw materials, FMCG companies face growing scrutiny over their ecological and ethical footprints