Authenticity, Trust, and Post-Pandemic Buying Behaviour in Purpose-Driven and Cause-Related Marketing: A Study of Fmcg Consumers in Thoothukudi District, South India

Abstract

The COVID-19 pandemic reshaped consumer priorities across India, intensifying expectations for health, safety, ethics, and social responsibility. In the FMCG sector, brands increasingly deploy purpose-driven and cause-related marketing (CRM) campaigns to signal authenticity and social commitment. However, skepticism about the genuineness of such initiatives challenges trust formation and purchase decisions. This study investigates the relationships among perceived authenticity, consumer trust, and post-pandemic buying behaviour of FMCG consumers in Thoothukudi District, Tamil Nadu. Using a structured quantitative approach, the study examines (i) levels of perceived authenticity, (ii) its influence on trust, (iii) the effect of trust on post-pandemic purchase behaviour, (iv) the direct and indirect influence of purpose-driven/CRM marketing, and (v) moderating effects of health awareness, social responsibility, and safety concerns. The findings conceptualized in this paper indicate that authenticity significantly drives trust, which in turn shapes post-pandemic buying behaviour. Post-pandemic health, safety, and social sensitivities meaningfully strengthen these relationships. Implications highlight the strategic importance of genuine, value-driven campaigns in fostering long-term FMCG consumer loyalty in emerging markets.