Consumers' Perception towards Corporate Social Responsibility and Repurchase Intention: A Study of Consumer Industry in Vietnam

Abstract

Nowadays Corporate social responsibility (CSR) has become a critical factor influencing customers' buying intention. The study conducted aims to explore the relationship between customers' perception towards CSR and their repurchase intention. The data was collected by using survey questionnaires from 320 individual customers living in Ho Chi Minh City and processed in SPSS software. The research results showed that among CSR components, economic and charitable responsibilities have a positive impact on Vietnamese customers' repurchase intention at the significance level of 1% and the two other factors at 10%. The findings assume that CSR components have become factors explaining customers' repurchase intention, especially for consumer goods, and firms should enforce their corporate social responsibility to capture customers' repurchase intention and in turn increase their customers' loyalty.

Corporate Social Responsibilities of Food Processing Companies in Vietnam from Consumer Perspective

“…This means the higher consumers' perception of environmental responsibility, the less favourable attitude they give to the company. This finding is contrary to previous studies done by [49] with Vietnamese consumers, [50] with Swedish consumers, [51] with American consumers buying organic personal care products and [37] in the Indonesian market. However, this result is supported by some other studies suggesting that consumers will punish companies that are perceived as insincere in their social involvement [33] rather than blindly and positively reacting to CSR information that companies announce.…”

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

“…However, Anselmsson et al (2014), investigating the relationship between corporate social and environmental sustainability and customer loyalty, identified a positive and direct influence only in one product category out of three investigated and no significant influence (neither direct nor indirect) for the other two products categories. Recently, some relevant studies have focused on investigating the relationship in the food industry of Asian developing countries such as Pakistan (Chaudary et al, 2016) or Vietnam (Thi & Le Van, 2016), results suggesting a positive relationship, even though limited to only some sustainability dimensions (economic and social) in the case of Vietnamese consumers.…”

Untitled

“…Penelitian kedua Huang, Gao, & Hsu (2019), menunjukkan brand image berpengaruh terhadap minat beli ulang. Penelitian ketiga yang dilakukan di Vietnam, Thi & Le Van (2016) mendapatkan hasil bahwa CSR berpengaruh terhadap minat beli ulang. Penelitian lain dilakukan di India yang dilakukan oleh Jose, Khare, & Buchanan (2015) dimana hasil penelitiannya adalah CSR berpengaruh terhadap minat beli ulang.…”

“…Hal ini sesuai dengan pernyataan E. M. Lee & Yoon (2018) dimana dikatakan bahwa konsumen akan tertarik dan berfikir positif jika perusahaan melakukan kegiatan yang mana dapat menarik dan bermanfaat bagi konsumen, sehingga besar kemungkinan konsumen memiliki niat yang baik terhadap perusahaan dan produk perusahaan. Penelitian yang dilakukan Thi & Le Van (2016), menyatakan CSR berpengaruh signifikan terhadap minat beli ulang. Penelitian yang dilakukan Upamannyu et al (2015), CSR memiliki peran penting karena konsumen mulai melihat perusahaan yang peduli akan masyarakat sehingga dengan program CSR ini konsumen akan terus membeli ulang produk dari perusahaan yang melakukan program CSR.…”