How firms leverage environmental corporate social responsibility to encourage green consumerism: Perspective of the social identity theory

Abstract

Purpose: This study investigates the impact of Environmental Corporate Social Responsibility (ECSR) on green consumer behavior in the agri-food industry of Vietnam, focusing on the mediating roles of affective brand commitment and brand loyalty. Additionally, it examines the moderating effect of price on the relationship between green purchase intention and green purchase behavior. Design/methodology/approach: Data was collected from 374 young Vietnamese consumers using a convenience sampling method. Structural equation modeling (SEM) was employed to analyze the proposed model. Findings: The results demonstrate that affective brand commitment mediates the relationship between ECSR and green purchase intention, while brand loyalty does not. ECSR also indirectly influences green purchase behavior through green purchase intention. Furthermore, price negatively moderates the relationship between green purchase intention and green purchase behavior, indicating that high prices weaken the influence of green purchase intention on green purchase behavior. Originality/value: This study enriches the literature on sustainability marketing by uncovering the mediating mechanisms of affective brand commitment and brand loyalty in linking ECSR to green consumer behaviors. Furthermore, it also explores the moderating effect of pricein the relationship between green purchase intention and green purchase behavior. It offers practical insights for agri-food practitioners to design effective sustainability initiatives and promote responsible consumption, contributing to United Nations Sustainable Development Goals (SDG) 12 on responsible consumption and production and SDG 15 on life on land