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

循環性の「声」をマッピングする：インド消費財産業におけるサステナビリティ・ナラティブの計算論的テキスト分析 (AI 翻訳)

Kanishka Methi, Dr Preeti Sharma, D. Verma

Economic Sciences📚 査読済 / ジャーナル2026-04-09#ESG
DOI: 10.69889/b1yc4893
原典: https://doi.org/10.69889/b1yc4893

🤖 gxceed AI 要約

日本語

本論文は、インドのFMCG産業におけるESG実践が消費者行動、ブランドロイヤルティ、企業業績に与える影響を分析。ステークホルダー理論に基づき、環境側面がブランド愛着を促進し、信頼がグリーンスケプティシズムを緩和することを実証。BRSRのような規制要件と財務パフォーマンスの共生関係を示唆。

English

This paper analyzes how ESG practices in India's FMCG industry affect consumer behavior, brand loyalty, and corporate performance. Using stakeholder theory, it finds environmental dimensions drive brand attachment, and trust mediates green skepticism. It suggests a symbiotic link between regulatory requirements like BRSR and financial performance.

Unofficial AI-generated summary based on the public title and abstract. Not an official translation.

📝 gxceed 編集解説 — Why this matters

日本のGX文脈において

インド市場におけるESG実践の消費者行動への影響を分析しており、日本企業がインド進出する際のマーケティング戦略やESG開示の参考になる。日本国内ではSSBJ基準と消費者コミュニケーションの連携に示唆を与える可能性がある。

In the global GX context

This paper adds to global ESG scholarship by empirically examining the consumer-side impact of sustainability disclosures in an emerging market. It complements TCFD/ISSB frameworks by highlighting the role of trust and authenticity in translating corporate ESG efforts into market outcomes.

👥 読者別の含意

🔬研究者:Researchers studying ESG communication, consumer behavior, and brand loyalty in emerging markets can draw on the theoretical framework and empirical findings.

🏢実務担当者:Corporate sustainability and marketing teams in emerging markets can use insights on how authentic ESG claims and sustainable packaging drive brand trust and loyalty.

🏛政策担当者:Policymakers in emerging economies can note the positive link between mandatory ESG disclosures and consumer trust, supporting the case for BRSR-like regulations.

📄 Abstract（原文）

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.

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