THЕ ЅTUDУ ОF FАСTОRЅ ІNFLUЕNСІNG THЕ ЅОСІАL RЕЅРОNЅІBІLІTУ ОF RЕTАІLЕRЅ ІN VІЕTNАM

Abstract

This study investigates the factors influencing corporate social responsibility (CSR) among retailers in Vietnam, based on a survey of 180 firms and analysis using the PLS-SEM model. The findings reveal that CSR practices of Vietnamese retailers are primarily driven by three statistically significant factors: economic, ethical, and cultural dimensions. In contrast, social and environmental factors do not show significant influence in the empirical context of the study. Based on these results, the study recommends that retailers prioritize strengthening their business foundations in terms of economic performance, ethical values, and organizational culture to enhance the effectiveness of CSR implementation