In recent years, sustainability has become a critical consideration for consumers, particularly in the Fast-Moving Consumer Goods (FMCG) sector. As environmental concerns rise, consumers are increasingly seeking brands that align with their values of eco-consciousness. Green marketing is one of the primary strategies companies in FMCG are using to address this demand. However, for green marketing to be effective, companies need to establish trust with their audience. Design/methodology/approach Green marketing has become essential for companies seeking to promote sustainability and change customer behaviour. Green marketing campaigns in FMCG depend on consumer trust. Brand transparency builds trust by communicating a company's sustainability activities honestly. Eco-labeling verifies FMCG product environmental claims and boosts consumer trust. Sustainable packaging enhances a brand's environmental responsibilities, impacting consumer impressions. Ethical advertising promotes truthful and socially responsible content to build trust. Findings Consumers are increasingly sceptical of green claims due to instances of greenwashing, where companies overstate their environmental efforts. This skepticism leads to consumer cynicism and mistrust, highlighting the importance of genuine transparency in marketing communications. Sustainable packaging involves using materials and designs that minimize environmental impact.