Sustainability Claims and Brand Loyalty in the Fast-Moving Consumer Goods Sector: Evidence from Corporate Firms in Bayelsa State, Nigeria

This study investigates the impact of sustainability claims on brand loyalty in the fast-moving consumer goods (FMCG) sector among corporate firms in Bayelsa State, Nigeria. Three dimensions of sustainability claims: environmental claims, social responsibility claims, and ethical sourcing claims are examined as independent predictors of brand loyalty using simple regression analysis. Primary data were collected from 251 FMCG consumers across Yenagoa through a structured questionnaire. Results reveal that environmental claims (β = 0.519, R² = 0.269, p < 0.01), social responsibility claims (β = 0.487, R² = 0.237, p < 0.01), and ethical sourcing claims (β = 0.463, R² = 0.214, p < 0.01) each exert significant positive effects on brand loyalty. These findings demonstrate that sustainability communication is not peripheral to commercial strategy in the Nigerian FMCG context but is a meaningful and measurable driver of the consumer loyalty that sustains competitive advantage. The study provides the first empirical evidence on the sustainability claims–brand loyalty relationship in Bayelsa State's FMCG sector and offers actionable guidance for brand managers, sustainability officers, and government regulators.