Mapping the ‘Voice’ of Circularity: A Computational Textual Analysis of Sustainability Narratives in India’s Consumer Goods Industry

Abstract

This paper will look at how Environmental, Social, and Governance issues are being incorporated into the Indian Fast-Moving Consumer Goods industry and how they have impacted so much on consumer behaviour, brand loyalty, and corporate performance. Based on the stakeholder theory and empirical findings, it discusses the ways in which ESG practices transform purchase intentions, build trust, and alleviate green scepticism using authentic claims and sustainable packaging. According to key findings, environmental dimensions are the driving force of brand attachment, brand experience is an intermediary between perceived sustainability and long-term loyalty, and trust is another mediator. In the increasing consumer consciousness and regulatory requirements, such as Business Responsibility and Sustainability Reporting, the study reveals a symbiotic linkage involving ESG commitment and financial performance. To fill in the essential gaps, the paper will have three research questions, namely: how mandatory ESG disclosures affect purchase intentions; how brand trust and consumer experience mediate sustainability-based loyalty; and how the authenticity of claims influences attitudes due to scepticism. Using theories like the Theory of Planned Behaviour and the Stimulus-Response Theory, this piece of work can provide practical advice that can be implemented by a marketer to become more accountable and competitive in the new markets.