27/09/2025
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Keywords: corporate social responsibility (CSR), sustainable purchasing behavior, Gen Z, Vietnam.
Modern social contexts expect businesses to operate with a higher sense of responsibility. Many large corporations have committed to annual corporate social responsibility (CSR), but its effectiveness is yet to be measured. Faced with this "problem," a team of student researchers from the University of Economics Ho Chi Minh City (UEH) conducted the research topic "Do CSR activities impact Gen Z's sustainable purchase intention and willingness to pay more?" Experimental Research in Vietnam" to clarify how CSR contributes to shaping brand trust, strengthening brand image and brand loyalty, and thereby influencing the sustainable consumption behavior of Gen Z in Vietnam.
Gen Z - the "small" generation with a "big" impact
Corporate social responsibility refers to the voluntary activities an organization undertakes to promote its goals and fulfill its obligations, bringing positive value to the community, the environment, and society as a whole. This is a core element in organizations' sustainable development strategies.
Fulfilling social responsibility not only provides businesses with a "shield" against negative information and reduces risks but also earns consumer satisfaction, trust, loyalty, and positive attitudes, especially from Generation Z - the young consumer group that is gradually dominating the market. In Vietnam, Gen Z is emerging as a key consumer force, with increasing purchasing power and a particular interest in CSR. This generation not only seeks sustainability in products but also values inclusivity and fairness, making CSR an important criterion in consumer behavior.
The relationship between CSR and consumer behavior
Corporate social responsibility has emerged and continues to be a key factor, positively impacting the image and reputation of brands. When businesses make a positive impression on customers through community-oriented activities, Gen Z consumers tend to develop more favorable attitudes toward the organization's sustainable products. This attitude goes beyond mere awareness; it serves as a "lever" to drive long-term purchasing behavior and cultivate brand loyalty.
As the generation that came of age amidst social and environmental changes, Gen Z has a strong sense of community responsibility and therefore often chooses products and brands that align with social values, while also being willing to pay more for sustainable products. Therefore, fulfilling social responsibility well helps businesses strengthen their positive image, increase credibility in customers' perception and trust, and directly influence their spending decisions on the organization's products and services.
Every individual, a different perspective
However, not every Gen Z individual reacts the same way to the values that businesses bring to society or to people's lives. With diverse personalities, incomes, and educational backgrounds, each person is a unique individual in society. They will be the evaluators and provide unique perspectives on the company's CSR based on their own needs or desires.
Seemingly simple demographic factors play a crucial role in influencing and potentially adjusting a company's CSR. Differences in personal characteristics significantly impact the willingness to pay extra for sustainable products. People with higher incomes or better education are generally more willing to pay extra for long-lasting products, goods, or services. For businesses, this is also a starting point for market segmentation and developing appropriate marketing strategies.
The long-term race of businesses
When businesses fulfill their social responsibilities, it has a positive impact on brand image and trust, thereby strengthening customer loyalty. However, CSR does not directly influence sustainable purchase intention, but rather impacts the entire process of building brand image, forming trust, and maintaining customer loyalty. Sustainable consumption behavior among young people not only stems from CSR awareness but is also nurtured by experiences and value alignment with the brand. This shows that businesses that implement CSR transparently and responsibly will be able to convince Gen Z to choose their products, even if the price is higher than conventional products.
Furthermore, instead of merely performing CSR superficially to "polish" their image, businesses need to view it as a long-term strategy to enhance their reputation, customer trust, and loyalty. CSR activities linked to economic, social, environmental, and cultural aspects will help businesses build a positive image, create a competitive advantage, and maintain their position in a volatile market. At the same time, the results regarding the benefits for businesses also become important sources of information, providing a research basis for the government and society in formulating reasonable policies to encourage, support, and standardize corporate social responsibility as a core element of sustainable development.
The research paper has indirectly contributed to SDG 8, SDG 9, and SDG 12. See the full research paper "The Impact of Corporate Social Responsibility (CSR) on Gen Z's Willingness to Pay a Premium for Sustainable Products in Vietnam" HERE
Authors: Pham Thinh Phat, Van Thien An, Dinh Thai Hoang, Le Tuan Thinh, Nguyen Truong Phuong Thuy - University of Economics Ho Chi Minh City.
This article is part of the Green Research Community series with the message "Research Contribution for UEH Living Lab Green Campus." UEH sincerely invites the community to follow the next Green Research Community newsletter.
*To create maximum conditions for the development of the "UEH Green Researcher Community," members of the community will be able to attend scientific research methods classes related to the topics of Living Lab and Green Campus. Additionally, upon meeting the standards, the research team will receive a certificate from the UEH Sustainable University Project Board and financial support for a standard-compliant project.
More Information:
SDG 8 – Decent Work and Economic Growth focuses on building an inclusive economy that generates quality, fair, and sustainable jobs for all. This is not only about driving GDP growth but also about improving working conditions, expanding opportunities for youth and women, encouraging innovation, and developing businesses that integrate social responsibility.
SDG 9 – Industry, Innovation, and Infrastructure aims to build resilient infrastructure, promote sustainable industrialization, and encourage innovation. This goal goes beyond advancing technology and production; it also includes narrowing infrastructure access gaps between regions, supporting small and medium-sized enterprises, and applying technology to enhance global competitiveness.
SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.
News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department
Voiceover: Tam Dan
