Eco-Branding in the System of Tactical Marketing Activities of FMCG Enterprises

Abstract

Abstract. The article examines the theoretical and methodological foundations as well as the applied aspects of eco-branding within the system of tactical marketing activities of fast-moving consumer goods (FMCG) enterprises. The relevance of greening brand strategies is substantiated in the context of increasing regulatory pressure, the transformation of consumer values, the growing demand for responsible consumption, and the need to align firms’ market behavior with ESG principles and sustainable development goals. It is established that under current conditions eco-branding functions not only as a strategic positioning concept, but also as an effective tactical marketing instrument implemented through a set of specific measures, including the use of eco-friendly packaging, product eco-certification, green storytelling, cause-related marketing, digital eco-activation, transparent communication of a brand’s environmental advantages, and the visualization of its sustainable attributes. Based on the generalization of scientific approaches, the essence of eco-branding is revealed as an integrated marketing concept that combines a company’s environmental values, consumer trust, brand reputational capital, and competitive advantages. The key differences between traditional and eco-branding are identified according to the criteria of target audience, marketing communications, packaging features, value proposition formation, and performance evaluation indicators. A system of tactical eco-branding tools for FMCG enterprises is proposed, including their substantive characteristics and examples of their application in the practice of leading international companies. The key performance indicators of eco-branding are systematized, covering the measurement of consumer awareness, loyalty, sales dynamics, digital engagement, environmental impact, and brand reputational resilience. Particular attention is paid to the threat of greenwashing as one of the most significant risks in the implementation of eco-branding strategies. The conditions for building a credible eco-brand are defined, including transparency, verifiability of environmental claims, consistency of actions, and the alignment of actual business practices with declared values. It is concluded that the integration of eco-branding into the system of tactical marketing activities of FMCG enterprises is an important prerequisite for strengthening their competitiveness, increasing consumer trust, and achieving long-term market sustainability.