Growing environmental issues and shifting consumer expectations have radically transformed the dynamics of brand-consumer interactions in the Fast- Moving Consumer Goods (FMCG) industry. Among the most influential sectors of world consumption, FMCG companies are under more and more pressure to adopt sustainable practices to lower environmental damage and retain customer trust and loyalty. Under this perspective, sustainability has become a strategic weapon for long-term competitiveness and unique differentiation (Middleton, 2024). rewrite the introduction adding Unilever profile, focus on the Effect of Sustainable Practices on Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry