Corporate social responsibility (CSR) activity indirectly affects customers's buying behavior in the fast fashion industry in Vietnam: Customer’s loyalty to local brands

Abstract

Corporate social responsibility (CSR) activity indirectly affects customers’ buying behavior in the fast fashion industry in Vietnam: Customer’s loyalty to local brands. Abstract: The fast fashion industry in Vietnam is experiencing rapid growth, with increasing competition between local and international brands. This study investigates how Corporate Social Responsibility (CSR) activities indirectly influence customers' buying behavior in this dynamic market, focusing specifically on customer loyalty to local brands. The research aims to identify the mediating role of factors such as brand image, customer trust, and perceived value in the relationship between CSR initiatives and purchase decisions. The study will employ a quantitative research approach, utilizing surveys to collect data from consumers in Vietnam. The data will be analyzed using statistical software to test the proposed hypotheses and research model. The findings are expected to provide valuable insights for local fast fashion businesses in Vietnam, helping them to develop effective CSR strategies that enhance brand loyalty and drive sale