The Effect of Multi-Dimensional PCSR on Purchase Intention and eWOM among Vietnamese Young Consumers: A Structural Equation Modeling Approach

Abstract

This study examines the impact of perceived corporate social responsibility (PCSR) across five dimensions (economic, legal, ethical, philanthropic, and environmental) on brand attitude (BA), purchase intention (PI), and electronic word-of-mouth (eWOM) among young consumers in Vietnam's food and beverage (F&B) industry. A survey of 450 young consumers in Hanoi was conducted using a convenience sampling method. The data were analyzed using partial least square–structural equation modeling (PLS–SEM). The findings reveal that PCSR significantly affects BA, PI, and eWOM, with a strong positive relationship between BA and PI, and between PI and eWOM. However, the study did not confirm a significant link between BA and eWOM, contrasting with previous research due to several contextual factors unique to the F&B industry and the cultural landscape of young consumers in Vietnam. These results suggest practical implications for F&B brands to enhance engagement through targeted CSR strategies. Recommendations are also provided for young consumers to engage with brands, helping refine CSR practices and improve offerings.