THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY POLICIES ON BUYING BEHAVIOR OF CUSTOMERS IN HO CHI MINH CITY

Abstract

Customers are one of the important factors determining the success or failure of businesses, and nowadays when making any purchase decision, they are more or less interested in enterprises’ social responsibility. This research was conducted to analyze the influence of Corporate Social Responsibility (CSR) policies on buying behavior of customers in Ho Chi Minh City and identify influencing factors as well as their weights. The results are used for suggesting solutions to improve enterprises’ performance in Ho Chi Minh City. The qualitative and quantitative research methods were used to survey 274 people with 27 observed variables in order to determine factors affecting Buying behavior of customers in Ho Chi Minh City. The results showed that there are five factors: economic responsibility, legal responsibility, ethical responsibility, responsibility for charity, and environmental responsibility influence buying behavior of customers in Ho Chi Minh City.