Abstract
Vietnam has witnessed increasing inflows of foreign direct investment in recent years, highlighting its concerted efforts to attract foreign capital. While this influx drives technological advancement and job creation, concerns persist regarding corporate social responsibility and its environmental impacts. The scarcity of research on Vietnamese consumer perspectives of corporate social responsibility highlights the critical need to address this gap, particularly amidst the escalating importance of corporate social responsibility globally. This study aimed to identify Vietnamese consumers’ expectations regarding multinational enterprises’ social responsibility and assess their impacts on consumers’ support for socially responsible businesses. Data from 240 respondents in Danang were analyzed quantitatively. The results revealed that Vietnamese consumers’ expectations for corporate social responsibility of multinational enterprises could be categorized into four factors, ranked in terms of expectation level from high to low: Economic, Ethical, Legal, and Philanthropic responsibility. These expectations varied according to respondents’ gender, education level, income, and living areas. The study also demonstrated that expectations related to Economic, Philanthropic, and Ethical responsibility had a positive influence on consumers’ willingness to support the socially responsible activities of multinational enterprises. These findings have significant implications for multinational enterprises in terms of future development.
Keywords: Consumer expectations, Consumer support, Corporate Social Responsibility, Developing country, Multinational Enterprises.
JEL classification: D11, D12, D21, D22, M14.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
