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Article History

Received: 24 September 2025

Accepted: 7 April 2026

First Online: 15 May 2026

Competing interests

: The authors declare no competing interests.

: In this study, the authors adhered to ethical guidelines to ensure the rights and welfare of all participants. Informed consent was obtained from all participants involved in the research. Participants were informed about the aims and objectives of the research and a description of what participation involved, including the types of data collected and the duration of participation. Participants were made aware of the potential risks or discomforts, as well as the benefits of participation. Participants were informed that their involvement was entirely voluntary, and Participants were given contact details of the researchers and Information regarding the Institution in case they had questions or concerns. The study was reviewed and approved by our institution’s Ethical Committee (EC/AVVP/MYS/2024-2025/004). The ethical approval was obtained on 15/07/2024.

: The authors confirm that the participants in this research study provided their informed consent to participate. Informed consent was obtained between December 2024 and January 2025, before initiating data collection. Participants can withdraw their participation at any time. The responses will be evaluated for drawing general findings without linking the results to the identity of the participants. Even though the current research does not require any clinical or biomedical experimentation, it entails the collection of human participants data in form of survey responses with regards to their perceptions of brand recognition and purchasing behavior towards cause based marketing of FMCG products. Following the international ethical principles of conducting research with human subjects, we followed the basic principles of the Declaration of Helsinki (World Medical Association, 2013), that is, respect for participants, voluntary involvement, the possibility of withdrawal at any moment by the participants, and informed consent. The authors’ Institutional Ethics Committee approved the study and gave ethical approval before data were collected. Thus, referencing the Declaration of Helsinki emphasizes their commitment to upholding globally recognized ethical norms in human research, even in non-clinical contexts such as consumer behavior studies.