Cleaner and Responsible Consumption 12 (2024) 100170

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Cleaner and Responsible Consumption

journal homepage: www.journals.elsevier.com/cleaner-and-responsible-consumption

Corporate social responsibility and behavioral intentions in an emerging

market: The mediating roles of green brand image and green trust
Bang Nguyen-Viet a, *, Cong Thanh Tran a, Hoa Thi Kim Ngo b
a
University of Economics Ho Chi Minh City, Viet Nam
b
Academy of Finance, Hanoi, Viet Nam

A R T I C L E I N F O A B S T R A C T

Keywords: This study is driven by the absence of thorough investigations into the behavioral intentions of organizational
Stimulus–organism–response theory consumers in the B2B market for paint and coatings, particularly within the industrial and marine coatings sector
Corporate social responsibility in Vietnam. Employing the stimulus–organism–response model, we tested the relationship between corporate
Behavioral intentions
social responsibility (CSR), green brand image (GBI), green trust (GT), and behavioral intentions (word-of-mouth
Green brand image
Green trust
intention, willingness to pay, and purchase intention) in the Vietnamese industrial and marine coatings industry.
Emerging market We also examined how GBI and GT mediate the relationship between CSR and behavioral intentions. Structural
equation modeling was used to test the structural and measurement models and hypothetical relationships. The
sample comprised 332 responses from stakeholders in the Vietnamese coating industry. Evidently, GT and CSR
positively influenced word-of-mouth, willingness-to-pay, and green purchase intentions, with trust and
commitment to sustainability being important drivers. While GBI positively influences purchase intention and
willingness-to-pay, it has a weak effect on word-of-mouth intention, indicating that additional strategies are
needed to stimulate word of mouth. Further, GT mediates the relationship between green purchase intentions
and GBI, as well as between CSR and green purchase intentions. The outcomes highlight the value of incorpo­
rating CSR, GT, and GBI into the business strategies of Vietnamese industrial and marine coating companies. We
discuss several theoretical and managerial implications, and the importance of studying the influence of GT, CSR,
and GBI on consumers’ behavioral intentions across various cultural contexts.

1. Introduction
There is growing concern for corporate social responsibility (CSR) as
part of corporate ethics and sustainability (Freeman and Hasnaoui,
2011), including ethics-driven practices, stakeholder obligations, and
social obligations (Maignan and Ferrell, 2004). Indeed, CSR influences
purchase intention, satisfaction, and loyalty, particularly when indus­
trial purchasers begin to see CSR value while making purchase decisions
(Youssef et al., 2018). While cost minimization remains a priority in the
maritime industry, companies that practice CSR are viewed favorably by
both stakeholders and the general public (Grewal, 2018). These socially
and environmentally responsible businesses can positively impact the
economy by improving their reputation and brand image, and attracting
more clients (Donner et al., 2018). Here, innovation is a key mediator of
the significantly positive correlation between CSR and corporate per­
formance (Reverte et al., 2016).
Because volatile organic compounds (VOCs) negatively influence
human health, reducing VOCs is a major concern for the paint and
coating industry (Mo et al., 2021). One means is utilizing sustainable
bio-based materials to replace petroleum-derived polymers and resins
(Balgude and Sabnis, 2014). To safeguard the maritime environment,
the International Maritime Organization enacted a convention in 2001
that outlawed organotin compounds and encouraged the creation of
tin-free antifouling paints (Champ, 2003). The marine industry has
sought eco-friendly, biodegradable, and cost-effective alternatives to
tributyltin-based antifouling coatings made from natural materials as
well (Kyei et al., 2020). Kaolin, for instance, has recently emerged as a
preferable alternative to titanium dioxide because of its lower cost and
reduced health risks, such as kidney and nervous system damage, can­
cer, and allergic reactions in humans and animals (Buyondo et al.,
2022).
The European Commission (2006) identified three critical ways in
which CSR might boost corporate performance and innovative potential:
by addressing societal challenges such as low-carbon technologies,

* Corresponding author.
E-mail addresses: bangnv@ueh.edu.vn (B. Nguyen-Viet), tranthanhcong2301@gmail.com (C.T. Tran), ngokimhoa@hvtc.edu.vn (H.T.K. Ngo).

https://doi.org/10.1016/j.clrc.2024.100170
Received 10 October 2023; Received in revised form 19 December 2023; Accepted 6 January 2024
Available online 11 January 2024
2666-7843/© 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
B. Nguyen-Viet et al.
bio-based products, and eHealth. This increases favorable stakeholder
attitudes and engagement behaviors (e.g., purchasing), helps build a
corporate image, and strengthens long-term stakeholder–company re­
lationships (Du et al., 2011). Along these lines, González-Rodrguez et al.
(2020) tested the correlation between green brand image (GBI), green
trust (GT), and willingness to pay a higher price; Rahman and
Nguyen-Viet (2022) found that GBI mediated the relationship between
GT and green purchase intention (GTI); Rambocas et al. (2018)
confirmed the effect of brand equity on word-of-mouth (WOM) inten­
tion; and Meilatinova (2021) confirmed the influence of trust and
satisfaction on WOM intention. While studies have examined consumer
behavioral intentions, including purchase intention (Helm and Özergin,
2015), willingness-to-pay (WTP) (Hamzaoui-Essoussi and Zahaf, 2012),
and WOM intention (Konuk, 2019), there exists very scarce literature on
the behavioral intentions of organizational consumers or market for
paint and coatings between businesses (B2B).
Within the domain of paints and coatings, Suresh and Yogesh (2021)
explored the factors of product variety, competitive pricing, and product
reliability, and their influence on consumer choices of a specific dealer
shop. Mousavi et al. (2023) uncovered the relationship between con­
sumer satisfaction and coating applicators operating across the United
States and elucidated the connection between different regions and
states. Prasetya et al. (2019) examined the fundamental values and re­
tailers of the Southeast Asian paint industry, an emerging market. Their
study touched on various aspects, including distribution channels as
conduits for goods and services, the dynamics of interaction between
principals and agents, optimization of benefits, cost minimization, and
the often-overlooked influence of non-economic factors. However, these
studies focused on individual consumers rather than organizational
consumers. To date, no research has tested the behavioral intentions of
organizational consumers in the paint and coating industry, particularly
in emerging markets such as Vietnam. According to a report from
Coating World 2022, Vietnam is a rapidly growing market and receiving
significant investments in infrastructure and ship fleets, which has
surged demand for industrial and marine coatings. Despite paint and
coatings being indispensable to marine and industrial projects (Irish,
2014), studies on industrial and marine coatings in Vietnam are scarce.
In marketing and B2B contexts, numerous studies have explored
CSR. Most prior research has focused on describing buyer and supplier
perceptions and attitudes toward social and environmental concerns
across countries and various industries, including automotive, con­
struction, transportation, and food and beverage (Huang et al., 2022).
To the best of our knowledge, no study has tested the influence of CSR on
consumers’ behavioral intentions in paint and coatings, industrial and
marine coatings, or Vietnamese industries. The existing literature has
only explored mediators such as consumer loyalty (Homburg et al.,
2013), and reputation (Quintana-García et al., 2021) between CSR and
outcomes, while the potentially mediating roles of GBI and GT between
CSR and behavioral intentions remain unexplored.
To address these gaps, this study examines the correlations between
CSR, GT, GBI, and behavioral intentions (WOM, GTI, and WTP) in the
Vietnamese industrial and marine coatings industry using the stim­
ulus–organism–response (SOR) model. We also explored the mediating
roles of GBI and GT in the relationship between CSR and behavioral
intentions. This way, we advance the understanding of organizational
consumers’ behavioral intentions in the paint and coatings industry and
shed light on the B2B market in emerging countries such as Vietnam.
The remainder of this article is organized as follows: Section 2 crit­
ically examines the pertinent theoretical foundations and formulates
hypotheses integral to the proposed structural model. Section 3 outlines
the methodology. Section 4 discusses the findings. Section 5 outlines the
conclusions and explores its theoretical and managerial implications.
Section 6 outlines the limitations of this study and proposes avenues for
future research.
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Cleaner and Responsible Consumption 12 (2024) 100170
2. Literature review and hypotheses development
2.1. Stimulus–organism–response theory
In this study, we understand the impact of CSR as a motivating factor
on consumer behavior based on the SOR paradigm (Jacoby, 2002). The
SOR paradigm has been tested in green consumption studies to elucidate
how external factors, such as CSR, affect consumers’ affective and
cognitive assessments and drive their behavioral intentions (Sun et al.,
2021; Gil and Jacob, 2018; Nguyen-Viet, 2022). In the proposed con­
ceptual framework, CSR acts as a stimulus (S) that triggers the organism
(O) factors, GBI and GT. These internal evaluations influence response
(R) elements, which comprise WOM, WTP, and GPI.
SOR theory suggests that consumers’ cognitive and affective assess­
ments are initiated by stimuli such as CSR and play a crucial role in
shaping their responses. Previous studies have used various internal
state variables to explore the relationships between responses and
stimuli, such as trust (Gupta et al., 2019), involvement (Liu et al., 2012),
and green perceived value (Wu and Li, 2018). In this research, internal
evaluations comprised GT, green WOM, and consumer social re­
sponsibility, which CSR influences as an environmental stimulus. Ulti­
mately, these internal assessments affect consumer WOM, WTP, and
GPI.
By applying the SOR theory to the context of CSR, GBI, and GT, this
investigation provides valuable insights into how these factors influence
consumer behavior, particularly concerning WOM, WTP, and GPI.
2.2. Behavioral intentions to purchase
Ajzen (1991) first introduced the concept of behavioral intention in
his planned behavior theory, arguing that the greater the intention, the
more plausible the behavior. According to Ajzen (1991), intention in­
dicates how much effort a person is prepared to put into conducting an
activity. Following Zeithaml et al. (1996), behavioral intentions include
four factors: complaining behavior, purchase intention, price sensitivity,
and WOM communication. Konuk et al. (2015) recently proposed three
sub-dimensions of behavioral intentions: WOM, WTP, and GPI. Lee et al.
(2010) also used a three-factor measure of WOM, WTP as a premium,
and revisit intention, considering behavioral intentions. In Zeithaml’s
(1988) study, GPI describes a consumer’s plan to purchase or consider
buying an environmentally friendly item or service. This concept has
been further considered a personal propensity and preference for
ecological brands/products over similar options when making purchases
(Oliver and Lee, 2010). In contrast, WOM intentions are defined as po­
tential efforts to exchange experiences directly and indirectly with ca­
sual products and services (Anderson, 1998). They constitute
“communication” by consumers with other people about their preferred
products or services regarding the brand, product, organization, and
service (Walker, 2001), and the willingness of consumers to purchase
their favorite brands of goods or services at a greater cost (Netemeyer
et al., 2004).
2.3. Green brand image
According to Chen (2010), consumers’ opinions of a business’s sus­
tainable practices and concerns comprise its GBI. This term also de­
scribes how a brand is considered environmentally responsible and
sustainable. It encompasses the company’s green values and how aware
people are of the brand’s involvement in environmental issues (Chen,
2010).
There exists a positive correlation between consumer trust and brand
image, which can affect how people participating in transactions select a
product (Flavian et al., 2005). According to this argument, a stronger
GBI results in a greater inclination to rely on the brand based on its
perceived environmental performance, credibility, benevolence, and
capabilities (Chen, 2010).
B. Nguyen-Viet et al.
Studies have found evidence of the impact of GBI on consumer
behavior in firms. Wu et al. (2016) demonstrated that consumers’ in­
tentions to switch to green products are influenced by both their satis­
faction levels and their awareness of the green image. According to Lee
et al. (2010), there is a strong correlation between positive green
cognition, consumer behavioral intentions, and affective image, such as
revisiting, providing high recommendations, and willingness to pay a
greater cost. Lita et al. (2014) found that consumers’ perceptions of a
firm’s image favorably correlate with their attitude toward green
behavior, which significantly influences their intention to share positive
WOM and purchase at a greater cost. Finally, Martínez et al. (2018)
discovered that GBI positively influences behavioral intentions,
including consumers’ intention to remain loyal, promote positive WOM,
and willingness to pay a greater cost. We thus hypothesize.
H1. Green brand image positively influences (a) word-of-mouth, (b) green
purchase intention, (c) willingness-to-pay, and (d) green trust.
2.4. Green trust
Green trust is the confidence or reliance placed on a brand, product,
or service thanks to its perceived environmental performance and
credibility (Chen, 2010). As Chen (2010) asserts, placing trust in the
sustainable development of a product results from faith in its
eco-friendliness, reliability, and competence, which subsequently leads
to increased confidence in the product.
Consumers’ behavioral intentions toward green consumption
include GPI (Kang and Hur, 2012), WOM (Chen and Chang, 2013), and
willingness to pay a premium (Konuk et al., 2015). Given this, the
expectation is that a rising GT in white goods will increase WOM
intention, the willingness to pay a premium, and GPI. We thus
hypothesize.
H2. Green trust positively influences (a) word-of-mouth, (b) green pur­
chase intention, and (c) willingness-to-pay.
2.5. Corporate social responsibility
Based on the SOR model and literature insights on CSR and GBI,
Leppelt et al. (2013) define CSR as actions extending beyond legal
compliance to benefit society. CSR, which has economic, ethical, legal,
and philanthropic dimensions, involves voluntary adherence to its pil­
lars (Diallo et al., 2021). Environment-driven CSR involves a business
mitigating negative impacts by minimizing its emissions, reducing pol­
lutants, and safeguarding ecosystems (Bekmezci, 2015), which yields
prompt effects (Wei et al., 2017) and benefits for stakeholders (Rahbar
and Wahid, 2011). Environmental CSR enhances the corporate image,
reputation, and business development opportunities (Javed et al., 2020;
Liu et al., 2021) through energy conservation, pollution prevention, and
green production (Abu Zayyad et al., 2021).
CSR significantly influences consumer behavioral intentions, atti­
tudes, purchase decisions, loyalty, and brand satisfaction (Al Jarah and
Emeagwali, 2017). There exists a positive and direct relationship be­
tween the implementation of CSR strategies and organizational perfor­
mance (Khan and Riaz, 2023). Implementing an effective CSR campaign
improves a firm’s brand image, reputation, consumer satisfaction, and
loyalty, which are key factors in establishing trust in the firm (Hayat
et al., 2022).
Environmental corporate social responsibility (ECSR) is especially
important for cultivating a green corporate image and gaining a
competitive edge (Alam and Islam, 2021). Green CSR emphasizes
environmental, sustainability, and business performance (Le, 2022b; Wu
and Yu, 2023). CSR activities play a crucial role as mediators in shaping
the corporate image and positive reputation, significantly affecting
business performance, especially for small and medium-sized enter­
prises (Le, 2022a).
Trust, a fundamental component, according to Rousseau et al.
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Cleaner and Responsible Consumption 12 (2024) 100170
(1998), involves confidence and willingness to rely on another party.
Green trust, as defined by Hang et al. (2022) and Wang et al. (2018),
refers to consumer reliance on an entity based on their beliefs about its
benevolence, reputation, and eco-friendly practices. We also know of a
positive link between CSR and trust, which influences consumers’ green
trust (Chuah et al., 2020; Ahmad et al., 2023). CSR activities that adhere
to legal, environmental, social, and developmental principles and
contribute to community well-being are more likely to be trusted
(Wirba, 2023), making organizations that incorporate CSR or
green-oriented activities preferred by consumers. We thus hypothesize.
H3. Corporate social responsibility positively influences (a) willingness-to-
pay, (b) green trust, (c) green purchase intention, (d) green brand image, and
(e) word-of-mouth.
2.6. Mediating roles of green brand image and green trust
Tian et al. (2020) stated that CSR attributes translate into consumer
behavior through trust. Yu et al. (2021) also confirm the role of con­
sumer trust in mediating the relationship between CSR and consumer
purchase intention. More recently, Ahmad et al. (2023) proposed that
consumer green psychological factors such as GT, green satisfaction, and
green perceived value mediate the relationship between CSR and GPI,
and ultimately lead to positive economic outcomes. Overall, these re­
sults indicate that green psychology significantly links CSR to positive
economic outcomes.
Several studies have underpinned the mediating effect of business
reputation/brand image on the correlation between consumer behav­
ioral intentions and CSR. Su et al. (2014) state that business reputation
mediates the relationship between CSR and consumer impressions.
Similarly, the strong mediating role of brand image supports the link
between CSR and behavioral intention, especially brand loyalty (He and
Lai, 2014). Auger et al. (2003) found that symbolic images and functions
are crucial in influencing brand loyalty (Carroll and Shabana, 2010; He
and Lai, 2014; Wu et al., 2016). Kim et al. (2017) also noted the medi­
ating impact of the corporate image on the association between
perceived revisit intentions and CSR.
Therefore, improvements in corporate image and the promotion of
future purchase behavior, as well as a negative image, can be detri­
mental to the long-term success of companies. Previous studies have
shown that participating in CSR allows a company to highlight its
philanthropic deeds, strengths, and public spiritedness, and build re­
lationships with consumers, thus enhancing consumers’ favorable re­
sponses and competitiveness. The ultimate result is an increase in
purchase intention and loyalty. According to Alam and Islam (2021),
CSR is vital for developing both green competitiveness and a GBI, which
can empower green competitive advantage, decrease compliance costs,
attain sustainable green competitive capability, and ultimately increase
consumer GPI (Chang and Chen, 2013).
Brand trust significantly influences purchasing attitudes and be­
haviors toward organic products. Consumers who do not trust a brand’s
content are less likely to adopt a favorable view of the product and, as a
result, will not buy it (Wang et al., 2022). Lavuri et al. (2022) confirm
that brand trust positively influences stimulus factors and purchase in­
tentions. To enhance consumer loyalty and trust in a brand, brands
should implement green ads and enhance their GBI (Lavuri et al., 2022).
GT also mediates the link between the antecedents of green purchasing
goals and buying intentions (Chen and Chang, 2012). Rahman and
Nguyen-Viet (2022) similarly established a correlation between GPIs
and GBI.
Green brands that promote environmental responsibility through
green advertising and positive images can convince consumers and earn
their trust. Consumers with a favorable impression of green brands and
their advertising show increased trust in and intention to purchase green
items. We thus hypothesize.
H4. The relationship between corporate social responsibility and green
B. Nguyen-Viet et al. Cleaner and Responsible Consumption 12 (2024) 100170

purchase intention is mediated by (a) green brand image and (b) green trust. others based on their CSR activities. We use three scale items from
Konuk et al. (2015) to gauge the GPI construct. As shown in Table 1,
H5. The relationship between green brand image and green purchase
these scale items were created to estimate how likely consumers were to
intention is mediated by green trust.
purchase services or products from a company participating in CSR
initiatives (Table 1).
3. Methodology
The reliability and validity of the measures should be examined to
guarantee that they are suitable for the population and research issues in
3.1. Sample and data
question, even if incorporating measures from previous authors might
save time.
The selection of trial respondents from companies to participate in
the survey was part of the sampling and data collection procedures. A
questionnaire intended to measure the constructs was used to obtain 3.3. Sample characteristics
data. In this study, convenience sampling or nonprobability sampling
was applied. The questionnaires were designed using an online form The sample used in this investigation was selected from stakeholder
(Google Form) and sent directly to the participating representatives businesses in Vietnam’s coating industry (Table 2). Most businesses in
through email and various digital apps such as Zalo (a popular social the sample were headquartered in the southern region of Vietnam
network in Vietnam), Viber, and Messenger. This approach was selected (51.81%), followed by the northern (34.34%) and central (13.86%)
to reach a large number of participating representatives quickly and regions. The types of businesses that invested in equities were pre­
efficiently, making it convenient and easy to collect data. In cases where dominantly Vietnamese private companies (41.27%), followed by joint
direct questioning was not possible at the site, attendees were surveyed stock companies (34.64%), and foreign companies (24.10%).
via phone. A total of 460 questionnaires were distributed to potential Considering the size of the businesses in the sample, the majority
participating representatives, and 332 responses were collected, result­ were classified as large businesses, with annual sales above 50 million
ing in an approximate response rate of 72%. The sample size was above VND and more than 50 employees (51.51%). Small businesses with
200, which is reasonable for structural equation modelling (SEM) annual sales of less than 20 million VND and employees under 20 years
analysis (Hair et al., 2010). Respondents were selected according to accounted for 34.64% of the sample. In contrast, middle-sized
their willingness and availability to participate in the study. This tech­
nique is often applied when the population is challenging to access, or Table 1
when time and resources are limited. To collect data, we used a Source of constructs.
self-administered questionnaire as our research instrument, and a
Construct Items
combination of multiple-choice and Likert scale (five-point) questions
applied to examine the constructs. A questionnaire pretest was applied CSR Corporate Social Responsibility (CSR), adopted from Anselmsson et al.
(2014)
to a limited group of specialists in industrial and marine coatings, such
CSR1 This company sells ecologically friendly products
as sales managers from coating companies and some lecturers from CSR2 Products of this brand do not impact human health
business schools, to guarantee that the questionnaire was crystal-clear, CSR3 Products of this brand are manufactured under good working conditions
understandable, and appropriate for the population. The survey CSR4 This brand’s products are sourced from businesses that consider the
involved crucial decision makers within the marine and construction effects on the environment
GBI Green Image (GBI), adopted from Chen (2009)
sectors, including constructors, marine shipowners, applicators, con­ GBI1 The brand is considered as providing the highest standard of
sultants, distributors, and dealers. Business contacts were obtained from environmental commitments
the Vietnam Register website and the consumer databases of Vietnamese GBI2 The brand is professional about its environmental reputation
industrial and marine coating manufacturers. The authors’ association GBI3 The brand successfully performs in terms of the environment
GBI4 The brand is highly known for its environmental issues
with a prominent coating brand in Vietnam played a role in refining the
GBI5 The brand is reliable in its environmental commitment
selection process. Prior to the survey, cover letters were sent to GT Green Trust (GT), adopted from Chen (2009)
participating representatives outlining the research goals, expected GT1 You believe this company’s environmental commitments to be generally
survey duration (approximately 15 min), and commitment to confi­ trustworthy
dentiality. Subsequently, the authors contacted the selected respondents GT2 This brand’s environmental performance generally brings dependence
to your feel
to coordinate direct surveys or to provide an online survey link if an GT3 You believe that this company’s environmental claims are typically
in-person meeting was not feasible. As a gesture of appreciation, the reliable
participating representatives received small tokens of gratitude after GT4 The environmental commitment of this company surpasses your
completing the survey. expectations
GT5 This company follows its environmental protection commitments and
promises
3.2. Measurement GPI Green Purchase Intention (GPI), adopted from Konuk et al. (2015)
GPI1 Due to this paint and coating’s environmental performance, I want to
purchase it in the future
We used a combination of measures that prior authors adopted and GPI2 Given that this firm cares about the environment, I intend to buy paint
selected in accordance with their relevance to the research question and and coating from them
their previous use in similar studies. For the CSR construct, we used four GPI3 Because this paint and coating brand is ecologically friendly, I plan to
scale items adopted from Anselmsson et al. (2014). These scale items purchase it
WOM Word of mouth (WOM)_Adopted from Konuk et al. (2015)
were used to gauge the extent to which the participating representatives WOM1 I recommend buying this brand to my friends and family
perceived the business as engaging in CSR activities. We used two WOM2 I generally recommend this brand to someone seeking paints and
five-point scale items adopted from Chen (2009) to construct the GT and coatings
GBI. In addition, we utilized three scale items for the WTP construct WOM3 Regarding this eco-friendly company, I have only positive things to say
WTP Willing to Pay (WTP), adopted from Konuk et al. (2015)
based on Konuk et al. (2015). These scale items aimed to gauge the
WTP1 I am willing to spend higher to purchase this environmentally friendly
willingness of the participating representatives to purchase higher prices paint and coating brand
for the products and services of ecologically responsible businesses. WTP2 Because of its environmental performance, paying a premium to buy this
Three scale items from Konuk et al. (2015) were used for the WOM paint and coating brand is acceptable
construct. These scale objects were designed to test the extent to which WTP3 I am ready to pay more for this green brand’s products because it show
the highly environmental functions
participating representatives intended to recommend the business to

4
B. Nguyen-Viet et al. Cleaner and Responsible Consumption 12 (2024) 100170

Table 2 Table 3
Samples characteristics (n = 332). Results of reliability and validity.
Description Frequency Percentage Variance and construct Outer loadings α CR AVE VIF

Headquarter Northern 114 34.34% CSR 0.821 0.882 0.651

location Central 46 13.86% CSR1 0.804 1.724
Southern 172 51.81% CSR2 0.779 1.624
Business types Vietnamese private companies 137 41.27% CSR3 0.863 2.005
following invested Foreign companies 80 24.10% CSR4 0.779 1.614
equities Joint stock companies 115 34.64% GBI 0.859 0.899 0.640
Business sizes Small (annual sales under 20 115 34.64% GBI1 0.803 1.917
mils VND and employees under GBI2 0.820 1.974
20) GBI3 0.816 1.987
Middle (annual sales between 46 13.86% GBI4 0.794 1.799
20 and 50 mils VND and GBI5 0.767 1.665
employees between 20 and 50) GT 0.829 0.879 0.594
Large (annual sales above 50 171 51.51% GT1 0.748 1.573
mils VND and employees above GT2 0.786 1.727
50) GT3 0.768 1.700
Coating brand is Brands come from Vietnam 137 41.27% GT4 0.750 1.646
used frequently Brands come from Europe or 172 51.81% GT5 0.799 1.749
America GPI 0.845 0.906 0.763
Brands come from Asia 23 6.93% GPI1 0.886 2.108
GPI2 0.874 2.019
GPI3 0.860 1.960
businesses with annual sales between 20 and 50 million VND and em­ WOM 0.762 0.863 0.677
ployees between 20 and 50 made up 13.86% of the sample. WOM1 0.839 1.607
WOM2 0.824 1.495
Finally, the participants were asked about the coating brands WOM3 0.805 1.537
frequently used by the participating businesses. The findings reflect that WTP 0.820 0.893 0.735
the majority of businesses in the sample used brands from Europe or WTP1 0.863 1.871
America (51.81%), followed by brands from Vietnam (41.27%) and Asia WTP2 0.869 1.846
WTP3 0.841 1.786
(6.93%). It is crucial to remember that not all Vietnamese firms may
have been represented by the outcomes of this study because the sample Note: α: Cronbach’s alpha; CR: composite reliability; AVE: average variance
was designed from a limited number of businesses that chose to extracted; VIF: variance inflation factor; CSR: corporate social responsibility;
participate in the study. GBI: green brand image; GT: green trust; GPI: green purchase intentions, WOM:
word of mouth; WTP: willingness to pay.

3.4. Structural model assessment

In summary, the measurement tested in this investigation is a valid
According to Hair et al. (2021), to model and estimating the and reliable instrument for measuring CSR, GBI, GT, GPI, WOM, and
complicated link between several dependent and independent variables WTP in the paint and coating industry, based on the reliability and
while accounting for measurement errors in the observed data using a validity analysis outcomes.
statistical approach known as SEM is crucial. SEM was used to examine The Fornell–Larcker criterion table findings (Table 4) show that all
the measurement and structural models and identify potential correla­ diagonal indices are larger than the off-diagonal indices, generally
tions. This study was conducted to evaluate the measurement model supporting discriminant validity between constructs. For instance, the
using reliable, convergent, and discriminant analyses in the initial step. diagonal value of the CSR was 0.807, which is larger than the off-
Subsequently, the structural model and hypothesized relationships were diagonal value of 0.466 for the GBI, indicating that the CSR has a high
analyzed using SEM. level of discriminant validity with the GBI. Similarly, the diagonal
values for GPI, GT, WOM, and WTP are higher than the off-diagonal
values for other constructs, indicating discriminant validity (Hair
4. Results
et al., 2010).
4.1. Measurement model
4.2. Common bias method and multicollinearity
The validity and reliability of the measurements used in this study
are presented in Table 3. Overall, the construct reliability of the mea­ Following Hair et al. (2010), we used various techniques to assess
surement was high, with Cronbach’s alpha coefficients ranging from potential complications, including multicollinearity and common
0.882 for CSR to 0.863 for WOM. Hair et al. (2010) claimed that these method bias (CMB). A variance inflation factor (VIF) value of less than
values reflect the fact that the items within each construct are highly 3.0 indicates the lack of problematic multicollinearity, and CMB is
consistent and reliable measures of the underlying construct. specifically employed to measure multicollinearity. The results of the
Convergent validity is also supported, with all constructs exceeding VIF analysis indicated that all VIF values were between 1.495 and 2.108
the suggested threshold of 0.5 for average variance extracted (AVE), for the constructs, suggesting that the model was free of these problems.
fluctuating between 0.594 of GT and 0.763 of GPI. All constructs’
composite reliability (CR) surpasses the suggested threshold of 0.7 (Hair Table 4
et al., 2010), ranging from 0.594 of GT to 0.763 of GPI. These outcomes Discriminant validity of the model.
reflect that the measurement items are sufficiently reliable, consistent, CSR GBI GPI GT WOM WTP
and similar to the underlying construct.
CSR 0.807
The validity of the measurement is further supported by the high GBI 0.466 0.800
outer loadings, fluctuating between 0.748 for GT1 and 0.886 for GPI1. GPI 0.583 0.611 0.874
All items meet the recommended threshold of 0.5 for outer loadings, GT 0.447 0.550 0.592 0.770
indicating significant indicators of their respective constructs (Hair WOM 0.419 0.330 0.557 0.424 0.823
WTP 0.522 0.500 0.648 0.525 0.474 0.858
et al., 2010).

5
B. Nguyen-Viet et al. Cleaner and Responsible Consumption 12 (2024) 100170

Given the propensity of cross-sectional data to produce misleading
connections between variables, there was no significant common tech­
nique bias, according to the results of the Harman single-factor test
conducted to evaluate CMB (Podsakoff et al., 2003).
We checked for normality using the skewness test for data screening,
with results of − 0.463 to 0.164 within the suggested limit of ±1 (Talwar
et al., 2020). Overall, the values indicate no multicollinearity or CMB
issues in the dataset.
and a value over 80% indicates strong mediation.
Table 5 shows VAF values of 25% for the mediating effects of GBI and
28% for the mediating effects of GT. We thus confirm that partial
mediation by GBI and GT in the relationship between CSR and GPI, as
well as between GBI and GPI. However, GT has almost no mediating role
between CSR and GPI, with a VAF value of only 12%.
5. Discussions and implications

4.3. Testing of hypotheses The outcomes of this study provide several intriguing views on the
roles of GT, CSR, and GBI in shaping behavioral intentions in Vietnam’s
The results in Table 5 reveal important information regarding the industrial and marine coating industries. The positive influences of GT
correlations among the different variables. The low p-values (less than and CSR on WOM, WTP, and GPI highlight the importance of building
0.001) and positive path coefficients support H1b to H5. Particularly, trust and demonstrating commitment to sustainability and ethical
the results support H1b (β = 0.311; ρ < 0.001), H1c (β = 0.207; ρ < practices in the coating industry. These findings support the results of
0.001), and H1d (β = 0.436; ρ < 0.001), suggesting strong relationships previous studies that stated that CSR and GT positively affect behavioral
between GBI and WTP as well as GPI and GT. intentions (Al Jarah and Emeagwali, 2017; Konuk et al., 2015). Com­
H2a (β = 0.273; ρ < 0.001), H2b (β = 0.281; ρ < 0.001), and H2c (β panies in this sector should focus on transparent communication about
= 0.276; ρ < 0.001) are supported, suggesting that GT positively affects their environmental initiatives and continue to invest in sustainable
WOM, GPI, and WTP. The results also support H3a (β = 0.302; ρ < practices to foster trust and positive consumer perceptions.
0.001), H3b (β = 0.244; ρ < 0.001), H3c (β = 0.313; ρ < 0.001), H3d (β However, the results do not entirely support research from existing
= 0.466; ρ < 0.001), and H3e (β = 0.273; ρ < 0.001), indicating that CSR studies showing that GBI influences behavioral intentions, particularly
positively influences WTP, GT, GPI, GBI, and WOM. WOM (Lita et al., 2014; Martínez et al., 2018). The fact that GBI posi­
In contrast, the higher p-values (greater than 0.05) and small path tively affects GPI and WTP but not WOM suggests that a strong GBI alone
coefficients did not support H1a (β = 0.053; ρ > 0.01); thus, the link may not encourage consumers to share their experiences with others.
between the GBI and WOM was not crucial (Fig. 1). Companies should consider additional strategies to stimulate WOM,
We considered the mediation impacts of GBI and GT between GPI such as referral programs or incentives for consumer reviews.
and CSR, and of GT between GBI and GPI. As presented in Table 5, the The influence of CSR on GT and GBI underscores its importance in
outcomes of H4a (β = 0.145; ρ < 0.001) and H5 (β = 0.122; ρ < 0.001) shaping trust and brand image, supporting the results of Ahmad et al.
confirm that GBI positively mediates the relationship between CSR and (2023) and Alam and Islam (2021). Coating companies should actively
GPI. Likewise, GT also mediates the relationship between GBI and GPI. engage in CSR initiatives such as community outreach programs,
However, H4b (β = 0.068; ρ < 0.001) is rejected because of the small employee well-being initiatives, and partnerships with environmental
coefficient. That is, GT does not positively mediate the relationship organizations to strengthen their reputation and credibility in consumer
between CSR and GPI. awareness.
We cross-checked our results using the variance accounted for (VAF) The mediating role of GBI in the relationship between CSR and GPI
value to evaluate the mediating influence of GBI and GT on the associ­ indicates that a strong GBI can amplify the impact of CSR initiatives on
ation between CSR and GPI. The mediating role of GT in the relationship consumers’ purchase intentions. This result is a new discovery. Com­
between the GBI and GPI was evaluated using the same indicators. Based panies should develop a coherent and consistent GBI through marketing
on Hair et al. (2014), a VAF index below 20% suggests almost no efforts, including product packaging, advertising campaigns, and public
mediating role, a value from 20% to 80% implies modest mediating role, relations activities that emphasize their commitment to sustainability.
Similarly, the outcomes support the function of GT as a mediator be­
Table 5
tween GBI and GPI, suggesting that building trust is crucial for trans­
Hypotheses testing and variance account for (VAF) checking. lating positive GBI into actual purchase intentions (see Rahman and
Nguyen-Viet, 2022). Coating companies should establish permanent
Path coefficients
relationships with consumers by ensuring reliable high-quality products,
Hypotheses Relationship Path coefficients P-values Support responsive consumer service, and transparency regarding their envi­
H1a GBI - > WOM 0.053 0.375 No ronmental practices and achievements.
H1b GBI - > GPI 0.311 0.000 Yes In conclusion, our study highlights the value of incorporating CSR,
H1c GBI - > WTP 0.207 0.000 Yes GT, and GBI into business strategies for companies in Vietnam and the
H1d GBI - > GT 0.436 0.000 Yes
H2a GT - > WOM 0.273 0.000 Yes
marine coating industry. By focusing on these aspects, companies can
H2b GT - > GPI 0.281 0.000 No enhance consumer loyalty, drive sustainable growth, and strengthen
H2c GT - > WTP 0.276 0.000 Yes their competitive advantage in the marketplace (Le and Ferasso, 2022).
H3a CSR - > WTP 0.302 0.000 Yes It is essential to consider Vietnam’s cultural context when inter­
H3b CSR - > GT 0.244 0.000 Yes
preting the results of our study. Environmental awareness and consumer
H3c CSR - > GPI 0.313 0.000 Yes
H3d CSR - > GBI 0.466 0.000 Yes attitudes toward sustainability may differ across cultures. Further
H3e CSR - > WOM 0.273 0.000 Yes research could be conducted in other countries or regions to compare the
Specific indirect effects (mediations) influence of GT, CSR, and GBI on consumer behavioral intentions in
H4a CSR - > GBI - > GPI 0.145 0.000 Yes various cultural contexts. Moreover, regulatory frameworks and envi­
H4b CSR - > GT - > GPI 0.068 0.000 Yes
H5 GBI - > GT - > GPI 0.122 0.000 Yes
ronmental standards significantly shape the industrial and marine
coating practices of companies. These results may encourage policy­
Variance accounted for (VAF) of the mediator variables
makers to consider tightening regulations and offering incentives to
Independent Dependent Mediating Indirect Total VAF companies that pursue sustainable practices, ultimately fostering a more
variable variable variable effect effect %
environmentally responsible industry.
CSR GPI GBI 0.145 0.583 25% Moreover, the results can be employed to develop targeted market­
CSR GPI GT 0.068 0.583 12% ing strategies for diverse consumer segments in the coating industry. For
GBI GPI GT 0.122 0.434 28%
example, companies can identify consumers who prioritize

6
B. Nguyen-Viet et al.
Fig. 1. Results of the model.
Note: *Significant at 10% level; **significant at 5% level; ***significant at 1% level.
sustainability and target them using tailored marketing messages,
highlighting their commitment to green practices and CSR. Emphasizing
the long-term benefits of sustainable practices in the coating industry,
such as reduced environmental impact, enhanced brand reputation, and
potential cost savings from eco-friendly production methods, could
encourage more companies to adopt these practices and contribute to a
more sustainable industry. Finally, our findings may inspire companies
in the coating industry to invest in the research and development of new
eco-friendly products and technologies. By actively pursuing innovation
in sustainable coatings, companies can satisfy the growing demand for
green products and gain a competitive market advantage.
5.1. Theoretical implications
The results presented herein have valuable theoretical implications.
First, the significant influences of CSR and GT on behavioral intentions,
such as GPI, WOM, and WTP, within Vietnam’s marine coating industry
expand the current knowledge on the correlation between trust, CSR,
and organizational consumer behavior. The significant influence of CSR
on GPI, GT, GBI, and WOM is consistent with previous research, high­
lighting the positive impact of CSR on consumer attitudes and behaviors
(Al Jarah and Emeagwali, 2017; Alam and Islam, 2021). This finding
supports the notion that CSR activities contribute to shaping favorable
consumer perceptions and intentions. The findings emphasize the crit­
ical importance of trust and commitment to sustainable and ethical
practices in driving positive institutional consumer behavioral in­
tentions, broadening the horizons of these relationships.
Second, the lack of influence of the GBI on WOM challenges previous
research. This emphasizes the need for a more in-depth analysis of the
specific factors that encourage WOM across various industries and cul­
tural contexts. This finding suggests that the factors influencing WOM
may vary across industries and cultural contexts, highlighting the need
for a more nuanced analysis of WOM determinants (Wang et al., 2022).
A deeper understanding of these factors could help researchers unravel
the complex connections between diverse organizational consumer
behavioral intentions and GBI, thus broadening the existing knowledge
7
Cleaner and Responsible Consumption 12 (2024) 100170
base in this field.
Third, the discovery of GBI’s mediating role of GBI in the relationship
between CSR and GPI introduces a novel perspective on the indirect
impact of CSR on institutional consumer behavior. This finding aligns
with studies emphasizing the mediating role of brand image in the
relationship between CSR and consumer attitudes and behaviors (Su
et al., 2014; Auger et al., 2003). This increases the theoretical knowl­
edge of how GBI can amplify the impact on purchase intentions via CSR
initiatives, providing more comprehensive insights into the interplay
between CSR, GBI, and organizational consumer behavior.
Finally, confirming GT’s mediating role of GT between GBI and GPI
strengthens existing literature by emphasizing the importance of
fostering trust in converting positive GBI into actual purchase in­
tentions. This finding is consistent with prior research highlighting the
critical role of trust in influencing consumer behavior and purchase
decisions (Hang et al., 2022; Rahman and Nguyen-Viet, 2022). This
underlines the crucial role of trust in connecting consumer perceptions
of a business’s GBI to their subsequent purchasing decisions, further
enriching the current body of research in this area.
5.2. Managerial implications
The unique contributions of our study to the available literature offer
several vital managerial implications for industrial and marine coating
industries. These insights can inform marketing and overall business
strategies by deepening our understanding of the factors that influence
sustainable consumption and business decision making.
First, transparency and trust-building strategies have been shown to
positively affect consumers’ perceptions and intentions. For example,
Bhattacharya and Sen (2004) demonstrated the importance of trans­
parent communication in building trust and loyalty among consumers.
Companies should prioritize transparent communication about their
environmental initiatives and focus on building permanent relationships
with consumers to foster trust and positive consumer perceptions. These
include providing reliable products, responsive consumer service,
environmental practices, and transparency. Emphasizing trust and
B. Nguyen-Viet et al.
commitment to sustainability is crucial for influencing WOM, willing­
ness to pay, and green purchasing intentions among individual and
organizational consumers. Kamboj et al. (2023) revealed that green trust
plays a pivotal role in shaping consumer preferences for environmen­
tally friendly products. When consumers trust a brand’s green image, it
fosters enduring purchase intention.
Second, encouraging consumer reviews and referrals has been shown
to positively impacts WOM and consumer engagement. Hu et al. (2008)
suggested that incentivizing consumer reviews can enhance WOM and
generate positive brand perceptions. Additionally, Reichheld (2003)
emphasizes the power of consumer recommendations in driving con­
sumer acquisition and business growth. Companies should consider
additional strategies such as appointment programs or incentives for
consumer reviews to stimulate WOM. Strong GBI alone may not
encourage consumers to share their experiences. This approach can be
particularly effective in business-to-business (B2B) relationships, in
which the impact of CSR on behavioral intentions plays a significant
role.
Third, companies should actively engage in CSR initiatives,
including community outreach programs, employee well-being initia­
tives, and partnerships with environmental organizations. These efforts
can strengthen their reputation and credibility among consumers and
other businesses, further highlighting the importance of CSR in shaping
relationships across various sectors. Additionally, favorable perceptions
of a company’s CSR initiatives among consumers can positively impact
their attitudes and behaviors, encouraging active participation in CSR
programs (Hur et al., 2020). Numerous studies emphasize the positive
impact of CSR initiatives on company reputation and consumer per­
ceptions. For example, Mohr et al. (2001) demonstrated a positive
relationship between CSR and consumer attitudes, while Sen and
Bhattacharya (2001) highlighted the influence of CSR on building strong
consumer-company relationships.
Fourth, by leveraging the mediating role of GBIs between CSR and
GPIs, companies should develop a coherent and consistent GBI through
marketing efforts. This includes product packaging, advertising cam­
paigns, and public relations activities that emphasize commitment to
sustainability. Strong GBI can amplify the impact of CSR initiatives on
consumers’ purchase intentions (Carrigan and Attalla, 2001; Du et al.,
2010).
Fifth, companies in the coating industry can employ our results to
develop targeted marketing strategies for different consumer segments.
Segmenting the market based on sustainability preferences has been
shown to be effective in driving consumer engagement and loyalty.
Companies can resonate more effectively with their target audience and
drive sustainable growth by focusing on those who prioritize sustain­
ability and tailoring marketing messages accordingly. To promote
desired behaviors, messaging appeals are employed to establish a
connection between socially desirable actions and consumer values
(Voci and Karmasin, 2023).
Finally, emphasizing the long-term benefits of sustainable practices
in the coating industry can encourage more companies to adopt these
practices, ultimately contributing to a more sustainable industry. Pro­
moting the long-term benefits of sustainability has been recognized as a
key driver for businesses to adopt sustainable practices. This may also
motivate companies to invest in the R&D of new and eco-friendly
products and technologies, driving innovation and gaining a competi­
tive edge in the market. This is because individuals are primarily
motivated to engage in ethical consumption owing to their personal
concerns about the environment and politics. However, the promotion
of individual concern about social value requires a significant influence
from social networks to encourage the consumption of eco-friendly
products. (Chi, 2022).
Finally, our findings can inform policymakers and regulators of the
marine coating industries. Understanding the factors that influence
behavioral intentions among organizational consumers can help develop
more effective regulations and incentives to promote sustainable
8
Cleaner and Responsible Consumption 12 (2024) 100170
business practices and encourage the adoption of eco-friendly coating
solutions. Wirba (2023) argues that governments in both developed and
developing countries play crucial roles in promoting CSR. Kolk et al.
(2008) highlighted the importance of regulatory frameworks and in­
centives in driving corporate sustainability initiatives. Similarly,
Brammer et al. (2012) emphasized the role of policy intervention in
shaping corporate environmental behavior. By considering the interplay
between CSR, GBI, and trust, policymakers can create a more environ­
mentally responsible industry that benefits both businesses and con­
sumers. Permatasari and Gunawan (2023) find that policymakers can
establish regulatory and legal frameworks that encourage businesses to
disclose their sustainability performance. By collaborating with other
stakeholders, policy-makers can formulate effective strategies to
advance sustainability and contribute to the overarching objectives of
sustainable development.
6. Limitations and future research
While the investigation significantly enhances the comprehension of
behavioral intentions within the industrial and marine coatings in­
dustries, it also reveals potential avenues for future research to address
the identified limitations and expand our understanding. First, the focus
of this study on the Vietnamese market may limit the generalizability of
the results to other nations and regions. Future investigations could
extend this research to diverse cultural contexts and markets to uncover
potential variations in the relationships between CSR, Green Trust (GT),
Green Brand Image (GBI), and behavioral intentions. Second, although
this study examines the roles of GT, CSR, and GBI, there are other po­
tential factors influencing behavioral intentions in the industrial and
marine coatings industry. Future research could explore the impact of
public relations and green advertising, as well as the role of perceived
product quality and consumer satisfaction. Additionally, future research
could delve into industry-specific factors influencing the relationships
among variables in the industrial and marine coating sectors. Factors
such as industry regulations, certifications, and supply chain manage­
ment practices may play crucial roles and warrant further investigation.
Finally, for a more comprehensive understanding of the factors moti­
vating sustainable consumption, future studies could compare the
behavioral intentions of diverse consumer segments across different
industries. This approach provides valuable insights into the nuances of
sustainable consumption motivations and contributes to a broader un­
derstanding of consumer behavior./.
Funding
This research is funded by University of Economics Ho Chi Minh City
(Vietnam) (Grant ID: 2023-06-12-1647).
CRediT authorship contribution statement
Bang Nguyen-Viet: Conceptualization, Methodology, Resources,
Supervision, Writing – original draft, Writing – review & editing. Cong
Thanh Tran: Methodology, Writing – original draft. Hoa Thi Kim Ngo:
Writing – original draft, Writing – review & editing.
Declaration of Competing interest
We declare that we have no financial or non-financial interests that
could potentially influence the objectivity, impartiality, or credibility of
the research presented in this article. We have conducted this research
with integrity and in adherence to the ethical guidelines and standards
set forth by our institution and the relevant research regulatory bodies.
Furthermore, this research paper is an original work, and it has not
been published previously, nor is it currently under consideration for
publication elsewhere.
We understand the importance of transparently disclosing any
B. Nguyen-Viet et al. Cleaner and Responsible Consumption 12 (2024) 100170

potential conflicts of interest to ensure the integrity of the peer-review Du, S., Bhattacharya, C.B., Sen, S., 2010. Maximizing business returns to corporate social
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process. Therefore, we affirm that the information provided in this
8–19.
Declaration of Interest Statement is accurate and complete. Du, S., Bhattacharya, C.B., Sen, S., 2011. Corporate social responsibility and competitive
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