Beyond green promises: the influence of sustainable packaging, carbon-emission reduction, and transparent communication on consumer perception towards corporate sustainability practices

In recent years, growing environmental concerns have pushed consumers to question whether companies genuinely practice sustainability or merely use it as a marketing tool. This study investigates how corporate sustainability practices influence consumer perception, focusing on Nestlé Malaysia as a leading example in the food and beverage industry. Guided by Stakeholder Theory and the Theory of Planned Behaviour (TPB), the study aims to examine the effects of sustainable packaging, carbon- emission reduction, and transparency in communication on consumer perception. Using quantitative research design, data were collected from 370 undergraduate students through structured questionnaires and analysed using SPSS with descriptive statistics, Pearson correlation, and multiple regression analysis. Findings show that all three sustainability dimensions significantly and positively affect consumer perception, with sustainable packaging exerting the strongest influence, followed by transparency and carbon-emission reduction. The study highlights that consumers respond best to sustainability actions that are visible, credible, and well communicated. It offers valuable insights for FMCG companies to strengthen brand trust through authentic practices aligned with Sustainable Development Goals (SDGs) 12 and 13 on responsible consumption and climate action.