Corporate social responsibility (CSR) has become increasingly important in contemporary business practices. Firms that engage in environmental and community development initiatives can enhance their reputation, thereby shaping positive attitudes and behaviours among customers. This research aims to examine the effects of CSR on reputation, satisfaction and purchasing intention.
Data collected from 639 customers in the fashion industry in Vietnam was used for empirical analysis. Structural equation modelling was applied to test the hypotheses in the research model.
The findings indicate that CSR is positively and directly associated with reputation and satisfaction, but there is no evidence to support a direct effect of CSR on purchase intention. Meanwhile, CSR indirectly influences purchase intention through the mediating roles of reputation and satisfaction. These results hold true for both environmental CSR (ECSR) and social CSR (SCSR).
The findings from this research suggest that firms should focus on both ECSR and SCSR activities to ensure long-term sustainability and growth. By doing so, they can also contribute to the achievement of the Sustainable Development Goals.
This research is among the early attempts to examine the direct and indirect effects of CSR dimensions on reputation, satisfaction and purchase intention. It also contributes to the growing literature suggesting that both ECSR and SCSR can help brands – particularly those in the fashion industry – enhance their reputation, customer satisfaction and purchase intention.
