Does perceived CSR motivate gen Z consumers to purchase a premium of perceived sustainable products? An empirical research from Vietnam

Abstract

Modern society expects a business to operate with greater responsibility. Despite the fact that many big businesses are announcing their commitment to CSR, it remains unclear whether these efforts will benefit the company as a whole. To address this inquiry, data has been collected for this study from participants, the majority of whom fall into the Gen Z demographic. Following the identification of the correlations between research variables in the SmartPLS software, the findings indicate that socially conscious companies improve brand trust, image, and loyalty, hence raising consumer intention to purchase sustainable products. While not having a direct impact, CSR has an indirect effect on consumers' intentions to make sustainable purchases. This study provides a theoretical framework and real-world applications supporting the idea that CSR efforts are a significant predictor of organizational success for Gen Z in Vietnam.