THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY AND GREEN CONSUMPTION TRENDS ON THE LOYALTY OF YOUNG CONSUMERS IN HO CHI MINH CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.546Từ khóa:
Corporate social responsibility (CSR), consumer engagement, consumer loyalty, consumer satisfaction, green consumption.Tóm tắt
Growing attention to sustainable development has heightened the importance of corporate social responsibility (CSR) and green consumption trends in shaping Consumer behavior. However, integrated empirical evidence explaining how these factors influence Consumer loyalty among young consumers in Ho Chi Minh City remains limited. Drawing on Stakeholder Theory and the Theory of Planned Behavior (TPB), this study examines the effects of CSR and green consumption trends on Consumer loyalty, with Consumer satisfaction, brand trust, and Consumer engagement proposed as mediating mechanisms. Data were collected from 368 young consumers using a self-administered questionnaire and convenience sampling techniques and were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that CSR enhances Consumer satisfaction, brand trust, and Consumer engagement. In addition, green consumption directly affects Consumer engagement, and both brand trust and Consumer engagement have a positive effect on Consumer loyalty, while Consumer satisfaction demonstrates no significant direct influence. Additionally, CSR and green consumption trends affect loyalty primarily through brand trust and Consumer engagement. These findings underscore the need for firms to implement CSR substantively and communicate it effectively, while also strengthening trust and fostering active Consumer engagement to promote sustainable consumption and enhance loyalty among young consumers in emerging economies.
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