Corporate social responsibility and behavioral intentions in an emerging market: The mediating roles of green brand image and green trust

IF 3.7 Q2 ENVIRONMENTAL SCIENCES
Bang Nguyen-Viet , Cong Thanh Tran , Hoa Thi Kim Ngo
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引用次数: 0

Abstract

This study is driven by the absence of thorough investigations into the behavioral intentions of organizational consumers in the B2B market for paint and coatings, particularly within the industrial and marine coatings sector in Vietnam. Employing the stimulus–organism–response model, we tested the relationship between corporate social responsibility (CSR), green brand image (GBI), green trust (GT), and behavioral intentions (word-of-mouth intention, willingness to pay, and purchase intention) in the Vietnamese industrial and marine coatings industry. We also examined how GBI and GT mediate the relationship between CSR and behavioral intentions. Structural equation modeling was used to test the structural and measurement models and hypothetical relationships. The sample comprised 332 responses from stakeholders in the Vietnamese coating industry. Evidently, GT and CSR positively influenced word-of-mouth, willingness-to-pay, and green purchase intentions, with trust and commitment to sustainability being important drivers. While GBI positively influences purchase intention and willingness-to-pay, it has a weak effect on word-of-mouth intention, indicating that additional strategies are needed to stimulate word of mouth. Further, GT mediates the relationship between green purchase intentions and GBI, as well as between CSR and green purchase intentions. The outcomes highlight the value of incorporating CSR, GT, and GBI into the business strategies of Vietnamese industrial and marine coating companies. We discuss several theoretical and managerial implications, and the importance of studying the influence of GT, CSR, and GBI on consumers’ behavioral intentions across various cultural contexts.

新兴市场中的企业社会责任与行为意向:绿色品牌形象和绿色信任的中介作用
由于缺乏对油漆和涂料 B2B 市场(尤其是越南的工业和船舶涂料行业)中组织消费者行为意向的深入调查,本研究得以展开。我们采用刺激-组织-反应模型,检验了越南工业和船舶涂料行业中企业社会责任(CSR)、绿色品牌形象(GBI)、绿色信任(GT)与行为意向(口碑意向、支付意愿和购买意向)之间的关系。我们还研究了 GBI 和 GT 如何调解企业社会责任与行为意向之间的关系。我们使用结构方程模型来检验结构模型、测量模型和假设关系。样本包括来自越南涂料行业利益相关者的 332 份回复。显而易见,GT 和企业社会责任对口碑、支付意愿和绿色购买意愿有积极影响,其中信任和对可持续发展的承诺是重要的驱动因素。虽然 GBI 对购买意向和支付意愿有积极影响,但对口碑意向的影响较弱,这表明需要采取其他策略来刺激口碑。此外,GT 在绿色购买意愿与 GBI 之间以及企业社会责任与绿色购买意愿之间起到了中介作用。研究结果凸显了将企业社会责任、GT 和 GBI 纳入越南工业和海洋涂料公司商业战略的价值。我们讨论了几种理论和管理意义,以及在不同文化背景下研究 GT、CSR 和 GBI 对消费者行为意向影响的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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