<![CDATA[The growing consumer demand for sustainable products has led fast-moving consumer goods (FMCG) companies to adopt green marketing strategies, which, unfortunately, also lead to greenwashing. This study examines the impact of perceived greenwashing on customer loyalty, specifically analyzing the dual mediating roles of brand trust and brand equity. Using a quantitative explanatory approach, data were collected through purposive sampling from 50 consumers in Medan City who had purchased green-labelled personal care FMCG products (soap and shampoo) within the last 6 months. The conceptual model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical results reveal a full mediation mechanism. Unfortunately, perceived greenwashing does not directly reduce customer loyalty. Instead, misleading environmental claims regularly damage consumers' cognitive and affective layers, significantly lowering brand trust and degrading overall brand equity. Customer loyalty breaks down only when these two fundamental variables collapse. These findings indicate that deceptive green communications silently destroy a brand's intangible assets, emphasizing the critical need for absolute transparency in environmental marketing.]]>
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