Impact of corporate social responsibility (CSR) and CSR communication on consumer purchasing behavior in supermarkets in Hanoi
Published: July 29, 2026
Abstract
This study employs the Theory of Planned Behavior to explore the impact of corporate social responsibility (CSR) and CSR communication on consumer purchasing behavior in supermarkets in Hanoi. The findings reveal a positive relationship between CSR and CSR communication, both of which significantly influence customer purchase decisions. By offering empirical evidence, the study underscores the importance of effective CSR communication in driving consumer behavior, providing valuable insights for supermarket managers and the public to bolster support for CSR initiatives.
Keywords
corporate social responsibility (CSR)CSR communicationTPB modelpurchasing behaviorsupermarkets in Hanoi city
References
1.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
2.
Carroll, A. B. & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International Journal of Management Reviews, 12, 85-105.
3.
Chu, S. C. & Chen, H. T. (2019). Impact of consumers' corporate social responsibility-related activities in social media on brand attitude, electronic word-of-mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18, 453-462.
4.
Chung, A. & Lee, K. B. (2022). Corporate apology after bad publicity: A dual-process model of CSR fit and CSR history on purchase intention and negative word of mouth. International Journal of Business Communication, 59, 406-426.
5.
Dal Mas, F., Tucker, W., Massaro, M. & Bagnoli, C. (2022). Corporate social responsibility in the retail business: A case study. Corporate Social Responsibility and Environmental Management, 29, 223-232.
6.
Dang Manh Vu, Ha, N. T., Ngo, T. V. N., Pham, H. T. & Duong, C. D. (2021). Environmental corporate social responsibility initiatives and green purchase intention: An application of the extended theory of planned behavior. Social Responsibility Journal.
7.
Du, S., Bhattacharya, C. B. & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24, 224-241.
8.
Eng, N., Buckley, C. & Peng, R. X. (2022). Tracking the Path of the Green Consumer: Surveying the Decision-Making Process from Self-Transcendent Values to Supportive CSR Intentions. Sustainability, 14, 1106.
9.
Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S. & Ahmad, N. (2021). The relationship of CSR communication on social media with consumer purchase intention and brand admiration. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1217-1230.
10.
Kechiche, A. & Soparnot, R. (2012). CSR within SMEs: Literature review. International Business Research, 5, 97.
11.
Koszewska, M. (2016). Understanding consumer behavior in the sustainable clothing market: Model development and verification. Green Fashion: Volume 1, 43-94.
12.
Kotler, P. & Lee, N. (2008). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons.
13.
Latapí Agudelo, M. A., Jóhannsdóttir, L. & Davídsdóttir, B. (2019). A literature review of the history and evolution of corporate social responsibility. International Journal of Corporate Social Responsibility, 4, 1-23.
14.
Masum, A., Hanan, H., Awang, H., Aziz, A. & Ahmad, M. (2020). Corporate Social Responsibility and Its Effect on Community Development: An Overview. J. Account. Sci., 22, 35-40.
15.
Morsing, M. & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15, 323-338.
16.
Periyayya, T., Nair Gv, Shariff Raduan, Roland Zachary & Thanaseelan Dr. (2016). Young adult Malaysian consumers' attitude and purchase intentions of CSR supported grocery brands. Journal of the Southeast Asia Research Centre for Communications and Humanities, 8, 56-77.
17.
Podnar, K. (2008). Guest editorial: Communicating corporate social responsibility. Journal of Marketing Communications, 14(2), 75-81.
18.
R. Edward Freeman, J. S. H., Andrew C. Wicks, Bidhan L. Parmar, Simone De Colle (1984). Stakeholder Theory: The State of the Art. Cambridge University Press.
