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Research Paper | Business Studies | Vietnam | Volume 11 Issue 11, November 2022 | Popularity: 5.3 / 10
The Impact of Perceived Corporate Social Responsibility Practices on young Vietnamese People?s Behavioural Intention to Purchase Food and Beverages in Ho Chi Minh City
Huan Vo, Yen Truong
Abstract: While research on corporate social responsibility (CSR) is expanding into new areas, the degree to which such literature is manifested in developing countries is not yet completely known. In light of this, the purpose of this research is to explore the CSR knowledge from university students in Ho Chi Minh City, Vietnam, focusing on the food and beverages industry. In this study, with 248 valid responses, a quantitative method is used as the primary approach, which incorporates multiple statistical methods such as reliability analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and bootstrap testing. The findings indicate that the effects of CSR on the purchase intention, trust on purchase intention and brand image on purchase intention of young people were all favorable and substantial. In addition, the paper also discovers a positive moderating effect of awareness on the relation between CSR and purchase intention of young consumer in Ho Chi Minh City in this industry.
Keywords: corporate social responsibility, consumer behavior, awareness, food and beverages
Edition: Volume 11 Issue 11, November 2022
Pages: 407 - 413
DOI: https://www.doi.org/10.21275/SR221031091751
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