The driving role of corporate social responsibility on customer outcomes through mindful consumption

Abstract

Amid rising consumption and its alarming consequences for both humanity and the environment, there is a noticeable gap in research clarifying the pivotal role of mindful consumption in promoting sustainability. This study aims to address this gap by employing the Value-Belief-Norm (VBN) theory. Specifically, it examines: (1) the direct impact of corporate social responsibility (CSR) on mindful consumption; (2) the direct impact of mindful consumption on two key outcomes psychological well-being and collaborative consumption; and (3) the moderating role of internalization in the relationship between CSR and three dimensions of mindful consumption. Data was collected from Vietnam's one largest city and analyzed using partial least squares structural equation modeling (PLSSEM) with Smart PLS 3.0 software. Research shows that customer perception of corporate social responsibility (CSR) has a positive effect on promoting mindful consumption. When customers have a clear and positive perception of CSR activities, they tend to engage in more mindful consumption, leading to enhanced psychological well-being and encouraging participation in collaborative consumption activities. Furthermore, CSR campaigns that are creatively designed and tailored to customers’ needs increase engagement and promote mindful consumption. In particular, customers with a high level of internalization respond more strongly to CSR activities, thereby promoting more mindful consumption behavior than those with no level of internalization. The findings contribute to the expanding literature on sustainable consumer behavior and offer practical insights for businesses seeking to align their CSR strategies with customer demands for ethical and responsible consumption. This research highlights the importance of cultivating mindful consumption to foster a more sustainable and psychologically fulfilling consumer environment.