This paper explores how consumers’ perceptions of corporate social responsibility (CSR) influence their attitude and purchase intention in Vietnam. The study used a quantitative approach in which a survey was conducted. Among many respondents, the final 222 responses from various respondents across Vietnam were utilized in this paper. Key findings from this study are as follows. First, consumers (one stakeholder) are one key motive for organizations to become engaged in CSR. Second, consumers have a strong interest in an organization that they perceive to be responsible for its workers and community. Third, the concept of CSR in Vietnam is rooted in business and ethics, reflecting that Vietnamese consumers want business organizations to behave responsibly. On balance, the findings imply that CSR is influenced by the context in which it is practiced. Consumers expect business organizations to take their social responsibilities seriously, in line with the expectations of Vietnamese society.

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企业社会责任：越南消费者意识研究

本文探讨了消费者对企业社会责任 (CSR) 的看法如何影响他们在越南的态度和购买意愿。该研究采用定量方法进行调查。在众多受访者中，本文使用了来自越南各地不同受访者的最终 222 份回复。本研究的主要发现如下。首先，消费者（一个利益相关者）是组织参与企业社会责任的一个关键动机。其次，消费者对他们认为对其员工和社区负责的组织有着浓厚的兴趣。第三，越南企业社会责任的概念植根于商业和道德，反映出越南消费者希望商业组织能够负责任地行事。总的来说，研究结果表明，企业社会责任受到其实践环境的影响。消费者期望商业组织认真履行其社会责任，符合越南社会的期望。