Abstract
Corporate social responsibility (CSR) has been receiving increasing attention in the international community since the Sustainable Development Goals (SDGs) emphasise effective corporate partnership. CSR is one of the most critical instruments linking corporate activities to the SDGs. Among various stakeholders, consumers can play an essential role in motivating companies to become socially responsible. However, there is little evidence from developing countries about the linkage between CSR and consumers. This paper, therefore, examines the relationship between consumers’ perception of a company’s CSR practices and their attitudes towards and intentions on purchasing its goods with empirical evidence from the Vietnamese food industry. The primary data was collected from 622 consumers using processed food in a self-administered survey in Northern Vietnam. Based on the structural equation modelling (SEM) analysis, this study shows that perception of CSR toward community has the most substantial influence on consumers’ attitude, followed by the perception of CSR toward employees and perception of fair operating practices responsibility. Although Vietnamese consumers have knowledge of the CSR in the food processing industry, their response to either good or bad CSR practices is still insufficient. Hence, the Vietnamese government and civil society should actively intervene to strengthen CSR regulations and enhance consumers’ CSR awareness.
Highlights
The rising public distrust with private companies has been urging corporate social responsibility (CSR) practice
The research model in this study is based on reasoned action approach (RAA) [40] that has evolved from theory of reasoned action (TRA) proposed by [41] and theory of planned behaviour (TPB) developed by [42]
Under the Sustainable Development Goals (SDGs) framework, Corporate Social Responsibility (CSR) has been forming an international norm and code of conduct for business activities all over the world. It has been emerging as one major instrument for enterprises to contribute to the SDGs and cultivate new business opportunities
Summary
The rising public distrust with private companies has been urging corporate social responsibility (CSR) practice. From a stakeholder’s perspective, this study focuses on the impacts of consumer perception of CSR practice on their attitudes toward and intentions to purchase products in the Vietnamese food processing industry. In the absence of sufficient pressures and enforcement from the three major stakeholders of governments, society and consumers, food processing firms tend to disregard the weight of CSR observance for profitability and sustainability. In such a context, two main questions are raised in this study: (1) how do the consumers in the Vietnamese food industry perceive the CSR concept and its aspects?
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