Beyond Green Promises: The Influence of Sustainable Packaging, Carbon-Emission Reduction, and Transparent Communication on Consumer Perception towards Corporate Sustainability Practices
Keywords:
Carbon Emission Reduction, Consumer Perception, Stakeholder Theory, Sustainable Packaging, Theory of Planned BehaviourAbstract
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.
References
REFERENCES
Abdou, H., Hassan, M. K., & Naifar, N. (2022). Consumer perception and corporate sustainability: Insights from emerging markets. Journal of Business Ethics, 181(4), 899–915. https://doi.org/10.1007/s10551-022-05045-3
Aggarwal, R. (2024). Consumer perception and brand image in sustainable marketing. International Journal of Management Research, 12(1), 55–68.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Anozie, N. U. C., Obafunsho, N. O. E., Toromade, N. R. O., & Adewumi, N. G. (2024). Harnessing big data for sustainable supply chain management (SSCM): Strategies to reduce carbon footprint. International Journal of Science and Research Archive, 12(2), 1099–1104. https://doi.org/10.30574/ijsra.2024.12.2.1344
Arthi, K., & Maruthavijayan, S. (2025). A study on food packaging in Nestlé. Indian Journal of Legal Review, 5(6), xx–xx.*
Bekaroo, G., Bokhoree, C., Pattisson, C., Phillips, M. R., & Polidano, K. (2019). Investigating personal carbon emissions of employees of higher education institutions: Insights from Mauritius. Journal of Cleaner Production, 209, 581–594. https://doi.org/10.1016/j.jclepro.2018.10.238
Borges, E., Campos, S., Teixeira, M. S., Lucas, M. R., Ferreira-Oliveira, A. T., Rodrigues, A. S., & Vaz-Velho, M. (2023). How do companies communicate sustainability? A systematic literature review. Sustainability, 15(10), 8263. https://doi.org/10.3390/su15108263
Brookes, E. (2023, October 11). The Theory of Planned Behavior: Behavioral intention. Simply Psychology. https://www.simplypsychology.org/theory-of-planned-behavior.html
Butt, U. I. (2024). Nestlé’s role in global food security, climate change and consumer health. International Journal of Social Sciences and English Literature, 8, 7–15. https://doi.org/10.55220/2576683x.v8.182
Duan, Y., Aloysius, J. A., & Mollenkopf, D. A. (2021). Communicating supply chain sustainability: Transparency and framing effects. International Journal of Physical Distribution & Logistics Management, 52(1), 68–87. https://doi.org/10.1108/ijpdlm-04-2020-0107
Etukudoh, P. E., Mensah, C. O., & Asiedu, K. (2024). Corporate approaches to carbon emission reduction: Strategies and challenges. Journal of Cleaner Production, 439, 140655. https://doi.org/10.1016/j.jclepro.2024.140655
Foroudi, P., Marvi, R., Cuomo, M. T., Bagozzi, R., Dennis, C., & Jannelli, R. (2022). Consumer perceptions of Sustainable Development Goals: Conceptualization, measurement and contingent effects. British Journal of Management, 34(3), 1157–1183. https://doi.org/10.1111/1467-8551.12637
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254–1263. https://doi.org/10.1016/j.jbusres.2011.11.001
Ibrahim, I. D., Hamam, Y., Sadiku, E. R., Ndambuki, J. M., Kupolati, W. K., Jamiru, T., Eze, A. A., & Snyman, J. (2022). Need for sustainable packaging: An overview. Polymers, 14(20), 4430. https://doi.org/10.3390/polym14204430
Igbomor, E. (2024). The effect of green packaging on consumers’ buying behavior. Ekonomika a Spoločnosť, 25(1), 111–123. https://doi.org/10.24040/eas.2024.25.1.111-123
Jain, P., & Hudnurkar, M. (2022). Sustainable packaging in the FMCG industry. Cleaner and Responsible Consumption, 7, 100075. https://doi.org/10.1016/j.clrc.2022.100075
Karakan, H. (2024). Global sustainability governance and the evolution of the SDGs. Sustainability Management Review, 9(2), 211–230.
Kee, D. M. H., Teo, P. L., & Low, W. Y. (2021). Assessing Malaysian consumers’ environmental awareness and green purchase behavior. Journal of Asian Business and Economic Studies, 28(4), 300–315. https://doi.org/10.1108/JABES-03-2021-0035
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610. https://doi.org/10.1177/001316447003000308
Kumar, S., & Jain, E. (2024). Role of Theory of Planned Behavior in interpreting sustainable consumption behavior: A meta-analysis. Indian Journal of Marketing, 54(10), 63–75. https://doi.org/10.17010/ijom/2024/v54/i10/174605
Laheri, V. K., Lim, W. M., Arya, P. K., & Kumar, S. (2024). A multidimensional lens of environmental consciousness: Towards an environmentally conscious Theory of Planned Behavior. Journal of Consumer Marketing, 41(3), 281–297. https://doi.org/10.1108/jcm-03-2023-5875
Mahajan, R., Lim, W. M., Sareen, M., Kumar, S., & Panwar, R. (2023). Stakeholder theory. Journal of Business Research, 166, 114104. https://doi.org/10.1016/j.jbusres.2023.114104
Manzoor, F., Wei, L., & Asif, M. (2024). The role of multinational corporations in achieving the Sustainable Development Goals. Corporate Social Responsibility and Environmental Management, 31(2), 512–526. https://doi.org/10.1002/csr.2528
Martinho, G., Pires, A., Portela, G., & Fonseca, M. (2015). Factors affecting consumers’ choices concerning sustainable packaging during product purchase and recycling. Resources, Conservation and Recycling, 103, 58–68. https://doi.org/10.1016/j.resconrec.2015.07.012
Mistry, R. (2024). Sustainable packaging design and its impact on consumer perception. International Journal of Environmental Management, 12(1), 45–58.
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 100105. https://doi.org/10.1016/j.stae.2025.100105
Mwandembo, F. (2024). Navigating the storm: Effective crisis communication strategies. International Journal of Innovative Science and Research Technology, 9(3), 2685–2697. https://doi.org/10.38124/ijisrt/ijisrt24mar2080
Nestlé Malaysia: Helping to shape a greener future for all. (2025, October). The Edge Malaysia. https://theedgemalaysia.com/node/591612
Omidiran, A. T., Martins, I. E., Obadina, A. O., & Bogueva, D. (2024). Consumer perception of food packaging. In Consumer Perception of Food Packaging (pp. 491–511). Springer. https://doi.org/10.1007/978-981-97-7870-6_24
Ortiz-Martínez, E., Marín-Hernández, S., & Santos-Jaén, J. (2022). Sustainability, corporate social responsibility, non-financial reporting and company performance: Relationships and mediating effects in Spanish small and medium-sized enterprises. Sustainable Production and Consumption, 35, 349–364. https://doi.org/10.1016/j.spc.2022.11.015
Rastogi, T., Agarwal, B., & Gopal, G. (2024). Exploring the nexus between sustainable marketing and customer loyalty with the mediating role of brand image. Journal of Cleaner Production, 440, 140808. https://doi.org/10.1016/j.jclepro.2024.140808
Taufique, K. M. R., & Vaithianathan, S. (2018). A comprehensive model of sustainable consumer behavior: Integrating values, attitudes, and eco-label knowledge. Journal of Environmental Psychology, 60, 9–23. https://doi.org/10.1016/j.jenvp.2018.10.005
Titova, T., & Subkhonberdiev, K. (2023). Corporate approaches to carbon neutrality and emission control. Environmental Economics and Policy Studies, 25(3), 455–470. https://doi.org/10.1007/s10018-023-00369-2
Tolegenov, B., Rafif, K., Rafi, M., Herawati, R., Abdullah, A., & Sari, L. K. (2024). Digital transparency and consumer awareness: Digital platforms for educating consumers about product origins and sustainability. Al-Muzara’ah, 12(2), 277–287. https://doi.org/10.29244/jam.12.2.277-287
VRITIMES. (2023). VRITIMES – Press Release Distribution Service. https://www.vritimes.com/my/articles/dd199155-0fe2-11ee-9300-0a58a9feac02
Zainudin, N., Wei, L. K., Osman, S., & Munusami, C. (2022). Assessing young adult consumers’ responses to green personal care products: Insights from the extended Theory of Planned Behavior. International Journal of Academic Research in Business and Social Sciences, 12(12), 123–137. https://doi.org/10.6007/ijarbss/v12-i12/16006
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Hafirda Akma Musaddad, Nur Syahira Mohd Nafi, Wan Anis Wan Mohd Assrudin, Nadiah Mahmad Nasir, Suraya Husin, Norsilawati Mohd Hassan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
