Driving sustainable consumption in FMCG industry: exploring the impact of green marketing and csr on customer behavior

Abstract

This study aims to examine the impact of factors on green FMCG product purchase decisions, consumer satisfaction, and loyalty. The study applies Planned Behavior (TPB) theory as a theoretical framework, considering consumer values based on product benefits and the impact of modern communication technologies, experiences of environmental and social concerns, and uses self-administered questionnaires to collect data. Combining two qualitative and quantitative research methods with convenient sampling techniques through online and traditional survey questionnaires (online & offline) in Ho Chi Minh City, the survey collected 315 respondents who had experience buying green FMCG products in Vietnam. Data were analyzed using SPSS 20, partial least squares structural equation modeling (PLS- SEM) technique with SmartPLS software. The results show that Green promotion, Green product and Corporate social responsibility (CSR) have a positive impact on consumers' purchase decision for green FMCG products. In addition, research also shows that the purchase decision for green FMCG products have a positive impact on customer satisfaction and at the same time, this satisfaction also has a significant positive impact on customer loyalty. The findings of this study extend existing theoretical research and provide some practical implications for marketers.