Abstract/Description
This study aims to locate sustainable embedded and indigenous art and craft packaging as a mediating mechanism in bridging the gap between brand heritage and promotion of local sustainable practices in the FMCG industry in Karachi, Sindh. In the context of this research, the integration of the cultural aspect into the packaging not only brings the brand’s heritage to life but also serves to improve awareness and engagement with the localized sustainability efforts among consumers. 215 respondents, including FMCG brand managers, packaging designers, and sustainability experts from Karachi, were sampled, and the Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. The findings also point out that brand heritage has a considerable direct influence on the promotion of local sustainable practices. What is more important is that the relational sustainability between CPGs and suppliers can be significantly mediated by indigenous art-integrated sustainable packaging that calls out its cultural, ecological, and market sustainability. This research shows that this mediating mechanism has rarely been empirically tested, yet it is a key potential source of competitive advantage for firms operating in a global setting, particularly in an emerging market such as South Asia. Consequently, this research provides practical implications for FMCG firms who wish to localize sustainability, support circular economies, as well as develop consumer–brand authenticity by adopting culturally rich packaging solutions.
Keywords
Brand Heritage, Sustainable Packaging, Sustainable Practices, Indigenous Art and Craft, FMCGs
Track
Marketing
Session Number/Theme
Marketing - Session I
Session Chair
Dr. Arman Khan
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC-15 2nd Floor, AMAN CED Building
Recommended Citation
Hussain, Z. (2025). Integration of Indigenous Art and Craft in Sustainable Packaging as a Mediator Between Brand Heritage and Promotion of Local Sustainable Practices in the FMCG Industry. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/75
Integration of Indigenous Art and Craft in Sustainable Packaging as a Mediator Between Brand Heritage and Promotion of Local Sustainable Practices in the FMCG Industry
MCC-15 2nd Floor, AMAN CED Building
This study aims to locate sustainable embedded and indigenous art and craft packaging as a mediating mechanism in bridging the gap between brand heritage and promotion of local sustainable practices in the FMCG industry in Karachi, Sindh. In the context of this research, the integration of the cultural aspect into the packaging not only brings the brand’s heritage to life but also serves to improve awareness and engagement with the localized sustainability efforts among consumers. 215 respondents, including FMCG brand managers, packaging designers, and sustainability experts from Karachi, were sampled, and the Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. The findings also point out that brand heritage has a considerable direct influence on the promotion of local sustainable practices. What is more important is that the relational sustainability between CPGs and suppliers can be significantly mediated by indigenous art-integrated sustainable packaging that calls out its cultural, ecological, and market sustainability. This research shows that this mediating mechanism has rarely been empirically tested, yet it is a key potential source of competitive advantage for firms operating in a global setting, particularly in an emerging market such as South Asia. Consequently, this research provides practical implications for FMCG firms who wish to localize sustainability, support circular economies, as well as develop consumer–brand authenticity by adopting culturally rich packaging solutions.
