Maintaining customer loyalty through corporate social responsibility, green advertising receptivity and green marketing: the mediating role of green brand image

Abstract

This study investigated the impact of corporate social responsibility, green advertising receptivity, and green marketing on green brand image and customer loyalty in the Vietnamese food industry, focusing on the mediating role of green brand image. The study surveyed 550 consumers in the food industry in Vietnam corresponding to 550 distributed questionnaires and we collected 503 valid responses for analysis. Based on the collected data, we conducted reliability tests, correlations between variables and structural model analysis through Smart PLS 4.0 software. The results of this study show corporate social responsibility, green advertising receptivity, green marketing green brand image, and customer loyalty. Furthermore, the brand image is a mediator in the relationship between corporate social responsibility, green advertising receptivity, green marketing on green brand image, and customer loyalty. This study provides valuable insights for companies that want to use integrated strategies such as corporate social responsibility, green advertising receptivity, and green marketing in their business strategies to strengthen their green brand image and enhance customer loyalty in the Vietnamese food industry.