CORPORATE SOCIAL RESPONSIBILITY AND CONSUMER BEHAVIOR: A QUALITATIVE STUDY OF THE NON-ALCOHOLIC BOTTLED BEVERAGE INDUSTRY IN CAN THO CITY

Abstract

Drawing on a qualitative approach, this study examined the interviews with
42 consumers about the non-alcoholic bottled beverage industry in Can Tho City
to look into their perception of CSR. The results showed that the consumers are
knowledgeable about CSR, revealing that CSR contributes to advancing beverage
enterprises‘ reputation and solidifying their trust in the brand names of the
enterprises, which in turn affects their behavior. Such behaviors as purchase
intention, loyalty, and word of mouth are, to different extents, influenced by
CSR. The consumers also reported that they are willing to pay 2 to 4 more than
the current list prices of beverages as a way of supporting the enterprises in
carrying out their CSR activities.