Corporate Social Responsibility: A Study on Consumer Awareness in Vietnam

This paper explores how consumers' perceptions of corporate social responsibility (CSR) influence their attitude and purchase intention in Vietnam. The study used a quantitative approach in which a survey was conducted. Among many respondents, the final 222 responses from various respondents across Vietnam were utilized in this paper. Key findings from this study are as follows. First, consumers (one stakeholder) are one key motive for organizations to become engaged in CSR. Second, consumers have a strong interest in an organization that they perceive to be responsible for its workers and community. Third, the concept of CSR in Vietnam is rooted in business and ethics, reflecting that Vietnamese consumers want business organizations to behave responsibly. On balance, the findings imply that CSR is influenced by the context in which it is practiced. Consumers expect business organizations to take their social responsibilities seriously, in line with the expectations of Vietnamese society.