Purpose This study examines how green marketing strategies—environmental commitment, customer perceived value, green brand communication, and ethical sourcing—influence FMCG brand image. We'll examine how these components affect consumers' perceptions and boost brand image. Structured questionnaires were delivered to 255 FMCG consumers using convenience sampling. Data analysis and hypothesis testing were done using SEM. Design/methodology/approach Sustainability and environmental responsibility boost company image, according to research. Value was a key aspect, showing how consumers value sustainable product benefits. Effective green brand marketing and ethical sourcing policies boost consumers' trust and loyalty. FMCG firms looking to include sustainable practices into their marketing strategies can learn from the study about the importance of authenticity in green communication and responsible sourcing for brand growth. Findings The findings of research on Green Marketing Strategies and Brand Image in the context of FMCG (Fast-Moving Consumer Goods) generally focus on how environmental commitment, consumer perceived value, green brand communication, and ethical sourcing contribute to shaping brand image and influencing consumer behavior. Strong Positive Influence on Brand Image: Brands that are committed to environmental sustainability are often viewed more positively by consumers. This commitment can improve the brand’s reputation, as consumers are increasingly looking for eco-friendly practices in the brands they support. Originality Environmental commitment, ethical sourcing, green brand communication, and sustainable product offerings play a critical role in enhancing brand image and fostering long-term consumer loyalty. However, brands must ensure transparency and avoid greenwashing to maintain credibility. Overall, a well-executed green marketing strategy can create a strong, positive brand image that resonates with eco-conscious consumers and contributes to the brand’s success in competitive markets. Many consumers today consider the ethical sourcing of products to be just as important as the quality of the product itself. Research limitations/implications Mismatched Claims and Impact: Many FMCG brands may make environmental claims that don’t align with their actual environmental impact. This misalignment can lead to consumer disillusionment, but measuring the true environmental benefits of green initiatives can be complex. Difficulty in Measuring Full Environmental Impact: It's often challenging for researchers to measure the actual environmental impact of a product’s lifecycle—from sourcing to production to disposal—due to the complexity of global supply chains in the FMCG sector. Practical implications While research on green marketing strategies and brand image in the FMCG sector provides valuable insights, there are several limitations that hinder its generalizability and long-term applicability. These include challenges in measuring the true effectiveness of green marketing strategies, consumer perception variability, the complexity of global supply chains, and difficulties in defining and quantifying "green" practices. To overcome these limitations, future research should focus on longitudinal studies, standardized metrics for green marketing success, and the integration of cultural and regional differences in consumer behavior. Social implications The social implications of Green Marketing Strategies and Brand Image in the context of FMCG (Fast-Moving Consumer Goods) are significant, as they shape how brands interact with society, influence consumer behavior, and contribute to broader environmental and social changes. Green marketing not only affects consumer perceptions but also impacts society in various ways, including ethical, social, and cultural dimensions. Below are some of the key social implications of green marketing strategies and brand image in the FMCG sector