Effects Of Environmental Corporate Social Responsibility To Green Purchase: The Case Study Of Electric Vehicle Purchase Intention

Abstract

This study investigates the impact of Environmental Corporate Social Responsibility (ECSR) on green purchase intention, specifically in the electric vehicle industry in Vietnam. With growing environmental concerns and the significant role of transportation in contributing to carbon emissions, the shift to sustainable solutions such as electric vehicles has become a top priority. Drawing on Stakeholder Theory and the Stimulus-Organism-Response (S-O-R) model, this study explores how ECSR initiatives influence consumers’ psychological processes— specifically, green brand trust, green brand image, and affective brand commitment— which in turn influence their purchase behavior. Furthermore, this study examines the moderating role of ambivalence on the relationship between these factors and green purchase intention. Data were collected from 325 respondents through a structured survey distributed in Ho Chi Minh City and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that ECSR positively influences green purchase intention both directly and indirectly through green brand trust and green brand image. Affective brand commitment also plays an important role in the relationship between ECSR and purchase intention, highlighting the emotional connection that consumers develop with environmentally responsible brands. In addition, ambivalence was found to have a moderating effect on the impact of brand elements on purchase intention, in which green brand trust plays an important role in reducing ambivalence and increasing consumers’ confidence in their purchase decisions. This study provides practical implications for both businesses and policy makers. For businesses, integrating ECSR into marketing strategies can enhance green brand image and consumer loyalty, while governments can support these efforts through incentives and regulatory frameworks that promote sustainable consumption. However, limitations exist, such as the study focusing on a single industry and country, and the reliance on self-reported data, which may introduce bias. Future research should explore the long-term effects of ECSR across different sectors and cultural contexts, and explore other moderating factors such as social pressure and opportunity cost. In general terms, this study highlights the importance of ECSR in shaping consumer behavior toward sustainable products and provides valuable insights into the mechanisms through which environmental responsibility can be leveraged to promote green purchase intentions. These findings highlight the need for continued collaboration between business and government to create a sustainable and environmentally conscious marketplace