Corporate social responsibility (CSR) complements the sustainable development goals (sdgs) and green brand strategy of Vietnamese commercial Banks

Abstract

This research focuses on analyzing the impact of Corporate Social Responsibility (CSR), complements the SDGs, on Green Brand Equity (GBE), with Green Brand Image (GBI) and Green Satisfaction (GS) as a mediator. Customers of commercial banks in Ho Chi Minh City were the study's target respondents, and a non-probability convenience sample technique was employed. A total of 350 samples were gathered and screened, yielding a 94.09% response rate. The collected samples were measured and tested by SPSS, AMOS, and SMARTPLS software. These findings suggest that CSR has a beneficial impact on GBI, GS, and GBE. Furthermore, the study has emphasized the mediating role of GBI in the impact of CSR on GBE. In order to improve GBI, GS, and GBE in the Vietnamese commercial banking sector, this study offers empirical data on the significance of implementing CSR in conjunction with the SDGs