The Relationship Between Green Marketing, Corporate Social Responsibility, and Consumer Skepticism in Vietnam
Published: July 28, 2026
Abstract
his study examined the impact of green marketing on consumer skepticism and the mediating role of corporate social responsibility of businesses in Vietnam. The study used the Partial Least Squares Structural Equation Modeling (PLS-SEM) to process data collected from 239 survey respondents. The study’s results showed that the practice of green marketing, specifically excessive product packaging, leads consumers to increasingly doubt green products. This study also confirmed the mediating effect of corporate social responsibility on the relationship between green marketing and consumer skepticism. Based on these findings, Vietnamese businesses should limit the overuse of packaging for advertising purposes and build sustainable green brands that benefit people, the environment, and society.
Keywords
excessive product packagingconsumer skepticismgreen marketingcorporate social responsibilityPLS-SEM.
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