Influence of Green Marketing and Corporate Social Responsibility on Purchase Intention: Evidence on the Mediating Role of Brand Image
Pengaruh Pemasaran Hijau dan Tanggungjawab Sosial Korporat terhadap Niat Pembelian: Bukti Peranan Pengantaraan Imej Jenama

Faculty of Business Administration - Marketing
Nam Can Tho University
90000, Can Tho City, VIETNAM.

ttchuyen@nctu.edu.vn

Faculty of Business Administration - Marketing
Nam Can Tho University
90000, Can Tho City, VIETNAM.

ntvan@nctu.edu.vn

Faculty of Business Administration - Marketing
Nam Can Tho University
90000, Can Tho City, VIETNAM.

ntttam@nctu.edu.vn

Faculty of Business Administration - Marketing
Nam Can Tho University
90000, Can Tho City, VIETNAM.

lttthuy@nctu.edu.vn

Abstract

Environmental awareness continues to rise, prompting firms to utilise green marketing (GM) and corporate social responsibility (CSR) to influence consumers’ purchase intention (PI). Grounded in the stimulus–organism–response framework, this study explains how sustainability-related cues (GM and CSR) shape brand image (BI) and subsequently PI within Vietnam’s coffee market. Based on survey data from 300 consumers in the Mekong Delta and SEM analysis, results demonstrate that GM alone is a relatively weak direct driver of PI. Its influence becomes more persuasive when it strengthens perceived CSR and translates into a favourable BI. BI emerges as a key mediating mechanism, including a sequential pathway in which GM enhances CSR perceptions, which then builds BI and supports PI. These findings suggest that firms should prioritise credible, visible CSR actions and consistent brand meaning rather than relying on green messages alone. The study is limited by its regional scope and focus on a restricted set of constructs.

 

Keywords

Brand image; coffee industry; Corporate social responsibility; Green marketing; purchase intention

Citation

Chuyen, T. T, Van, N. T., Tam, N. T. T., & Thuy, L. T. T. (2026). Influence of Green Marketing and Corporate Social Responsibility on Purchase Intention: Evidence on the Mediating Role of Brand Image. Jurnal Pengurusan, 76, 117–131. https://doi.org/10.17576/pengurusan-2026-76-8

@article{chuyen2026influence,
  title={Influence of Green Marketing and Corporate Social Responsibility on Purchase Intention: Evidence on the Mediating Role of Brand Image},
  author={Chuyen, Tran Trung and Van, Nguyen Thanh and Tam, Nguyen Thi Thu and Thuy, Le Thi Thanh},
  journal={Jurnal Pengurusan},
 

volume={76},
  number={},
  pages={117—131},
  year={2026},
  doi={https://doi.org/10.17576/pengurusan-2026-76-8},
  publisher={Penerbit ¼¯ÃÀÂ鶹},
}

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76 (2026) 117 – 131

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