The impact of corporate social responsibility aspects: customers, community, and environment on consumer buying behavior.

Abstract

The goal of this study is to determine the impact of CSR aspects on Vietnamese customers' purchasing decisions in order to provide advice on how enterprises there may grow sustainably and more competitively. The research model and scale used in this study were inherited from Hojatollah Vahdati, Najmedin Mousavi and Zohre Mokhtari Tajik (2015), and Pérez and Rodrguez del Bosque (2015). The research method used was a quantitative study conducted through a survey of consumers in Vietnam, and 205 valid survey samples were obtained. The team tested the study hypotheses and research models using the official data by doing Cronbach's Alpha reliability analysis for the scales, exploratory factor analysis (EFA), correlation and regression analysis, and an ANOVA analysis of variance. Research results: The scales on CSR factors affecting consumer buying behavior outlined in the article are appropriate, reliable, and valid. Following the findings of the group factor analysis, one undesirable item was eliminated, and two factors were drawn from 13 items (with one item deleted), the above two factors being the community, the customers, and the environment. The study also demonstrates that the research model is appropriate and useful. The hypotheses are all accepted, showing that CSR Customers and Environment, as well as CSR Community, have a positive impact on consumer buying behavior, with customers and environmental factors having a greater influence than community factors. Simultaneously, the study discovered no difference in purchasing behavior between men and women or between people of different income levels. There is a difference in age between those under the age of 18 and those between the ages of 18 and 23, in which the age group 23–30 has more buying power than the other two age groups. There is a difference in educational level between “undergraduate” group with “others” group and “postgraduate” group with “others” group, in which the postgraduate level group consumes more than the other groups (Undergraduate and others).