Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.Trách nhiệm xã hội của doanh nghiệp và chất lượng quan hệ giữa người tiêu dùng với doanh nghiệp: Vai trò trung gian của giá trị khách hàng và công bằng giá.1 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY Nguyen Nhan Nhu Ngoc CORPORATE SOCIAL RESPONSIBILITIES AND RELATIONSHIP QUALITY BETWEEN CONSUMERS WITH CORPORATE MEDIATING R.
MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY Nguyen Nhan Nhu Ngoc CORPORATE SOCIAL RESPONSIBILITIES AND RELATIONSHIP QUALITY BETWEEN CONSUMERS WITH CORPORATE: MEDIATING ROLE OF CUSTOMER VALUE AND PRICE FAIRNESS Specialization: Management Code: 9340101 SUMMARY OF PHD THESIS Hochiminh City - 2023 The thesis was completed in: Ho Chi Minh City, Vietnam Supervisors: Dr Nguyen Huu Lam Dr Ngo Thi Anh Reviewer 1: ……………………………………………….…………… Reviewer 2: ……………………………………………….…………… The thesis will be defended at: Place: ………………………………………………………… …… On ………………… …………dd……………mm……………yyyy The thesis can be found at the library: University of Economics Ho Chi Minh City, 279 Nguyen Tri Phuong st., Ward 5, District 10, Ho Chi Minh City CHAPTER INTRODUCTION 1.1 Reasons for choosing research topic 1.1.1 Basis from reality The irresponsible behavior of some corporates in Vietnam over the past time has created a negative reaction of consumers towards businesses Therefore, in the current context, the main issue is to understand consumers’ awareness of corporate social responsibility, thereby encouraging corporate to pay attention to social responsibility activities as a business strategy to create added value for the corporate This is the reason why the author chooses the topic of corporate social responsibility from the consumer’s perspective 1.1.2 Basis from the literature review The systematic review method was selected to identify the research gap of this topic, based on the three-stage process of Tranfield et al (2003) Of the 29 studies that mentioned to one of three factors; such as relationship quality, customer value, and price fairness; none of them examined the simultaneously effects of social responsibility on these factors, or examined the impact of corporate social responsibility on customer value, price fairness, and one of the components of relationship quality (satisfaction, trust, and commitment) in the same study Therefore, a gap on the research of social responsibility has been found: “Corporate social responsibility and relationship quality between consumers with corporate: Mediating role of customer value and price fairness.” Identification Collecting references by keywords (n = 391) Screening Screening on title, abstract (n = 223) Eligibility Full-text assessing (n = 69) Extraction (n = 168) - Publication time < 2000: n = 16 - Not included in Scopus: n = 101 - Working paper: n = - Thesis: n = - Report: n = - Book, book chapter: n = 15 - Unrelated content: n = 15 Extraction (n = 154) - Literature on CSR: n = 26 - Defining CSR: n = - CSR history development: n = - Theoritical CSR: n = 45 - Conceptual framework: n = 19 - Corporate perspective: n = 32 - Employee perspective: n = 14 - Developing CSR scales: n = Included Systematic review (n = 61) Extraction (n = 8) - Antecedences of CSR: n = - Control role of CSR: n = - Non-profit organization: n = - Comparison between countries: n = - Duplicate: n = Figure 1.1: Reference selection process for literature review Source: Author’s research 1.2 Research objectives The overall objective of this study is to examine the influence of corporate social responsibility activities on the relationship quality between consumers and corporate; thereby, defining three specific research objectives First objective is to study the direct effect of corporate social responsibility activities on the relationship quality between consumers and corporate Second objective is to assess the indirect impaction of corporate social responsibility activities on the relationship quality between consumers and corporate through the mediating role of customer value and price fairness Third objective is to examine the influences of corporate social responsibility activities on (1) the relationship quality between consumers and corporate, (2) customer value, and (3) price fairness whether are difference in a 10% price change? 1.3 Research object The object of this research was the relationship between corporate social responsibility activities with the relationship quality between consumers and businesses, customer value, and price fairness Survey subjects were Vietnamese consumers over 18 years old 1.4 Research scope Scope of content: the relationship between corporate social responsibility activities with consumer-corporate relationship quality, customer value, and price fairness Spatial scope: Vietnamese consumers, specifically consumers in Ho Chi Minh City and Mekong Delta provinces; such as Can Tho, Vinh Long, Dong Thap, An Giang, Kien Giang Time range: from 2016 to 2020 Primary data sources were collected in August 2020 1.5 Research method The general research method was a mixed method, with a combining design, in which the main research method was quantitative and the secondary research method was qualitative (Nguyen Dinh Tho, 2013) The two research phases were pre-test and main 4 CHAPTER THEORETICAL BASIS AND RESEARCH MODEL 2.1 Corporate social responsibility This study used a broad definition of corporate social responsibility from Brown and Dacin (1997): Corporate social responsibility associations reflect the organization's status and activities with respect to its perceived societal obligations Barnett (2007) argued that social responsibility included business-specific investments which he called operations Peloza and Shang (2011) argued that there was a recent tendency to view social responsibility as a set of corporate activities This study identified three common areas of social responsibility activities, which were charity activities, environmentally responsible activities, and activities that were responsible to customers because customers were one of the most relevant parties to the corporate 2.2 Relationship quality Although there was no consensus on the definition of relational quality, there has been an agreement that relationship quality was a higher-order construct consisting of many different components that were related to each other (Vieira et al 2008) to reflect the general nature of the relationship between corporate and consumers (Lages et al., 2005; Palmatier et al., 2006) The three main components of relationship quality which were frequently used in this field were customer satisfaction with the corporate, the trust of customers in the corporate, and the commitment of customers to the corporate 2.3 Customer value This research focused on the value created for consumers, called consumption value Value was perceived, therefore was also called perceived value (Thomson et al., 2003) This study relied on an empirical approach to define customer value This approach asserted that the essence of value was the customer experience, which was in the customer experience, not in the product or service, because people paid more attention to the experience than to the product or service (Holbrook, 2006) 5 2.4 Price fairness This study, based on the definition of Xia et al (2004), defined price fairness as the consumers’ judgment and emotions related to the difference (or indifference) between the seller’s price and the price compared with other competitors as to whether it was reasonable, acceptable, or justifiable 2.5 Summary of hypotheses and research model Based on the signal theory (Spence, 1973), the study proposed the hypotheses about the positive effect of social responsibility on relationship quality Social exchange theory (Blau, 1964) was applied to explain the indirect effect of socially responsible activities on relationship quality through customer value mediation Attribution theory (Weiner, 1985) was used to exam the mediating role of price fairness in the relationship between social responsibility and relationship quality Customer value Corporate social responsibility Price fairness Relationship quality 10% price change Figure 2.3: Research model Source: Author’s research The study proposed ten hypotheses about the relationships between the research concepts These relationships were illustrated in Figure 2.3 H1: Corporate social responsibility activities have a positive effect on the relationship quality between consumers and corporate; such as (a) satisfaction with the corporate, (b) trust in the corporate, and (c) commitment to the relationship with the corporate 6 H2: Corporate social responsibility activities positively affect customer value perceived by consumers; such as: (a) functional value, (b) emotional value, (c) social value, and (d) ethical value H3: Customer value has a positive impact on the relationship quality between consumers and corporate; such as (a) satisfaction with the corporate, (b) trust in the corporate, and (c) commitment to the relationship with the corporate H4: Customer value plays an intermediary role in the relationship between social responsibility and relationship quality between consumers with the corporate H5: Corporate social responsibility has a positive impact on consumers’ perceived price fairness H6: Price fairness perceived by consumers positively affects the relationship quality between consumers and corporate; such as (a) satisfaction with the corporate, (b) trust in the corporate, and (c) commitment to the relationship with the corporate H7: Price fairness perceived by consumers is as an intermediary in the relationship between social responsibility and the consumers’ relationship quality with corporate H8: Customer value has a positive impact on consumers’ perceived price fairness H9: Customer value mediates the relationship between social responsibility and price fairness perceived by consumers H10: Does the effect of corporate social responsibility activities on (a) customer value, (b) price fairness, and (c) the relationship quality between consumers with corporate on two consumption contexts: (1) equal price; (2) 10% higher price in compared to other corporates 7 CHAPTER RESEARCH DESIGN 3.1 Research process Literature review Defined research issue Ethical value pilot scale Focus group (3 groups) Cleaning ethical value scale (n = 137) Scenario Questionnaire Pre-test for scenario (n = 85) Hypotheses and research model Theoretical basis Constructing Cronbach α EFA Final ethical value scale Step ethical value scale Qualitative research: - Constructing scenario - Fixing scales Focus group (2 groups) Pre-test for scales (n = 155) Step Cronbach α Questionnaire ‘FA Quantitative research (n = 479) Step PLS-SEM Step Research results Step Figure 3.1: Research process Source: Author’s research 3.2 Pilot research In the pilot phase, the thesis used qualitative and quantitative research method The qualitative research method used was focus group, in order to (1) build the scale for ethical value concept; (2) develop scenario and fix the measurement of research concepts 8 In order to measure ethical value in the context of social responsibility related to consumption, a new scale was developed since it was not possible to find the relevant scale in previous studies to the current research objectives The process of developing new scale was based on the approach of Nguyen Dinh Tho (2013); consisting of two phases: (1) building a set of observed variables, and (2) pre-test of the scale The quantitative research method used in the pilot phase was the survey with questionnaire; aimed at (1) cleaning up the scale of ethical value concept; (2) evaluating the designed scenario; and (3) pre-testing the scales of research concepts before conducting the main research 3.3 Main research The study used a quantitative method with an experimental vignette method (EVM) with a control group Samples were collected by the convenient method in the provinces; such as An Giang, Dong Thap, Kien Giang, Vinh Long, Can Tho, and Ho Chi Minh city Survey subjects were consumers who were over 18 years old and had income The data collection took place in August 2020 Data were collected through the three-part questionnaire survey method: scenario, closed-ended questions containing the scales of the research variables, and personal information such as gender, education level, income, marital status The control group received the scenario with the product selling price equal to the selling price of other companies The experimental group received the scenario with the product selling price of 10% higher than the other companies’ selling price, due to the cost of investing in the social responsibility activities All scales were 7-point Likert type, ranging from strongly disagree to strongly agree 9 CHAPTER RESEARCH RESULTS AND DISCUSSION 4.1 Statistical description of the sample There were 600 questionnaires distributed, in which there were 300 questionnaires for each group (Table 4.1) The rate of questionnaires collected was over 90% The valid sample size was n = 479 The sample size of the control group was 1.13 (< 1.5) times larger than the sample size of the experimental group (Hair et al., 2014), so it did not affect the results of comparision between two groups in multi-group analysis Table 4.1: Sample size discription Characteristic Frequency Ratio Frequenc Ratio Frequency Ratio (%) y (%) (%) Group Questionnaires distributed Questionnaires collected Invalid questionnaires Sample size Experimental Control Total 300 100 300 100 600 100 271 90 286 95 557 93 46 17 32 11 78 14 225 47 254 53 479 100 Source: Author’s research results The sample distribution according to the location where the sample had been collected was presented in Table 4.2, and the sample demographic characteristics were shown in Table 4.3 Table 4.2: Sample distribution by location No Location An Giang Hochiminh City Vinh Long Dong Thap Kien Giang Can Tho Total Number Ratio (%) 186 38,8 93 19,4 56 11,7 53 11,1 46 9,6 45 9,4 479 100 Source: Author’s research results 10 Table 4.3: Sample statistical description Demographic characteristics Number Ratio (%) Gender Male 234 48,9 Female 245 51,1 Educational level University and above 445 92,9 Under university 34 7,1 Income Under 10 million 393 82,0 From 10 million and above 86 18,0 Marital status Married 292 61,0 Single 187 39,0 Source: Author’s research results The result of assessing the used scenario in the survey was relatively high The realism of the scenario was rated at 5.21 and the imaginability was 5.61 per the scale of 4.2 Evaluation of measurement and structural models by PLS-SEM 4.2.1 Evaluation of measurement models To deal with the measurement problem of higher-order structures in PLSSEM, the recurrent indicator approach was used (Hair et al., 2018) The test results supported the reliability and validity of the measurement scales, so the measurement models were kept for the next evaluation steps The VIFs of the observed variables were all < 3.3 Therefore, the CMB, if any, did not bias the research results The test results showed that the compositional invariance was established for the research concepts, so the data collected from both groups were combined for the next analysis steps 4.2.2 Evaluation of structural model The estimated results showed that the R value of relationship quality (RQ) was 0.594, showing the structural model quite fitted well with the data set at 59.4% The coefficient of influence f2 of the relationship from customer value (CV) to relationship quality (RQ) was 0.643, proving that customer value played an 11 important role in affecting relationship quality GoF = √ AVE∗R2❑ = 0.441 > 0.360 showed a very good fit of the model with the research data 4.3 Testing of hypotheses Table 4.22: Summary of testing hypothesis results Hypotheses H1 H1a H1b H1c H2 H2a H2b H2c H2d H3 H3a H3b H3c H4 H5 H6 H6a H6b H6c H7 H8 H9 H10 CSR → RQ Relationship CSR → SAT CSR → TRU CSR → COM CSR → CV CSR → FUN CSR → EMO CSR → SOC CSR → ETH CV → RQ CV → SAT CV → TRU CV → COM CSR → CV → RQ CSR → PF PF → RQ PF → SAT PF → TRU PF → COM CSR → PF → RQ CV → PF CSR → CV → PF CSR → CV CSR → PF CSR → RQ was there difference between the experimental group (10% higher price) and the control group (equal price) Results Supported Supported Supported Supported Supported Supported Supported Supported Supported Supported Supported Supported Supported Supported Unsupported Supported Supported Supported Supported Unsupported Supported Supported Unsupported Source: Author’s research 12 CHAPTER CONCLUSIONS AND IMPLICATIONS 5.1 Research results The analysis results of the research data answered the research questions, thereby concluding the following research results: Firstly, corporate social responsibility activities directly and positively affect the relationship quality between consumers with corporate In particular, corporate social responsibility affects consumers’ trust in corporate more strongly than satisfaction and commitment Second, corporate social responsibility activities indirectly affect the relationship quality between consumers and corporate through the additional intermediary role of customer value Corporate social responsibility activities directly and positively affect the customer value that consumers perceive through consuming socially responsible products In particular, corporate social responsibility activities affect social value higher than other types of value At the same time, the study also confirms that ethical value is one of the types of customer value that consumers perceive through consuming products from socially responsible corporate Customer value directly and positively affects the relationship quality between consumers and corporate In particular, customer value affects consumers’ trust in businesses more strongly than satisfaction and commitment Third, corporate social responsibility activities not affect the relationship quality between consumers and corporate through the mediation of price fairness, because the direct impact of corporate social responsibility activities on consumers’ perception of price fairness is not supported by the research data However, corporate social responsibility activities have an indirect impact on price fairness through the intermediary of customer value This shows that corporate social responsibility activities are not enough to directly affect the perception of price fairness, but must go through the completely mediating role of customer value; the 13 reason is the price factor still plays an important role in consumption behavior in a developing market as Vietnam Fourth, the relationships between corporate social responsibility with customer value, and corporate social responsibility with the relationship quality are not changed even though the selling price of products increases by 10 % compared to other corporates This shows that consumers are willing to compensate corporate that has invested in socially responsible activities by paying more for the products of socially responsible corporate 5.2 Implications Based on the obtained results, the study proposes some implications for managers as follows: Firstly, the research results show that corporate social responsibility activities directly and positively affect the relationship quality between consumers and corporate Therefore, in order to improve the relationship quality with consumers, corporate need to pay attention to invest in social responsibility activities, which is also a popular trend of international business In order to help corporate reducing costs of losing customers, corporate can consider investment to social responsibility activities to bring consumer satisfaction to the corporate, trust in the corporate, and consumer commitment to the corporate Research results show that the impact of social responsibility activities on consumers’ trust in corporate is highest compared to the other two components of relationship quality According to social exchange theory, trust is a prerequisite for forming a high-quality relationship, whether economic or non-economic (Cropanzano et al., 2017) At the same time, according to previous studies (Moliner et al., 2007; Ou et al., 2015; Keh and Xie, 2009), trust has a positive effect on customer satisfaction and commitment Therefore, the interest in investing in socially responsible activities is a recommendation for corporate in search of quality relationships with consumers, or a desire to gain customers’ trust, as well as satisfaction and commitment to the corporate 14 The scenario in this study not only shows one aspect of social responsibility, but describes the socially responsible corporate with the aggregated activities that the corporate has involved; including philanthropic activities, environmentally responsibility activities, and responsibility activities to customer A single investment in some activity is unlikely to make a positive impact on the quality of the consumer-corporate relationship Therefore, managers need to consider resource planning of an overall investment in social responsibility activities and brandpositioning of corporate social responsibility Second, the results of this study contribute to the integration of social responsibility in the field of creating value for consumers In order to attract consumers, encourage them to care about corporate brand and consume corporate products, it is important to highlight the benefits or values that the product can bring to consumers themselves The functional value of the product needs to be described in a specific and understandable way so that consumers can perceive it easily The emotional value of the product should be mentioned as a stimulus to consumption Special emphasis is placed on the consumers’ psychological aspect of social value through product consumption For example, promoting a company’s products by conveying a message about the social value that the product can bring to consumers, or emphasizing the social responsibility product attribute can affirm a personal value, showing the signal of protecting the environment implied in the product can enhance a consumers’ image in the eyes of others, or supporting a recycling corporate can be used to assert convince others that they are environmentally conscious In addition, the research results have confirmed that ethical value is also a type of value that social responsibility activities can bring to consumers With the Eastern culture, people always uphold ethical value and always aim for ethical value, the integration of social responsibility attributes into products can attract consumers to the corporate However, consumers themselves sometimes are not fully aware of the value that products can bring to them Therefore, the mission of the corporate is to make 15 consumers aware of these types of customer value; this is the initiative of corporate in guiding consumption, stimulating consumption, and creating consumption Corporate social responsibility activities are still just simple activities, not related to consumers, if the corporate cannot show customer value that these activities bring to consumers Third, customer value directly affects the relationship quality between consumers and corporate Therefore, in order to build quality relationships with consumers, corporate must integrate customer value in their products/services When social needs are increasingly high and abundant, the mere function of products/services cannot satisfy customers, cannot create trust for customers, and cannot compete with competitors The company’s products must be multi-beneficial and multi-valued, the higher the product’s ability to bring satisfaction to customers, the more trust can be formed, and the more commitment with corporate Fourthly, corporate social responsibility activities indirectly affect relationship quality through the intermediary role of customer value, with the degree of influence being not much different between direct and indirect This research result once again emphasizes the role of creating value for consumers Corporate wants to build quality relationships with consumers, the investment in corporate social responsibility activities must be associated with the interests of consumers The relationship quality between consumers and corporate depends on the benefits that consumers perceive from corporate social responsibility activities Social responsibility activities that go beyond providing functional benefits to meet other important types of customer value will lead to stronger relationships Social responsibility initiatives that benefit society without addressing individual value may not lead to a quality relationship with consumers Instead, if these activities can meet the important psychological needs of consumers, it will promote higher levels of satisfaction, trust, and commitment to the corporate Fifth, in the Vietnamese market, price still plays an important role in consumption decisions, so social responsibility activities are only a necessary but 16 not sufficient condition for the formation of price fairness perception The direct effect of social responsibility activities on price fairness is not statistically significant, but social responsibility activities have an indirect influence on price fairness through customer value mediation, showing the important role of customer value in the relationship between socially responsible activities and price fairness This result shows that the awareness of corporate social responsibility activities is only a necessary condition, while the value that the products of socially responsible corporate bring to consumers are the enough condition to form consumers' perceptions of price fairness Social responsibility activities can influence the customer’s comparison of the benefit-cost ratio When customers perceive the value from buying product of a socially responsible corporate, it means increased benefits; then the perceived benefit-cost ratio increases, and the perception of price fairness is also improved Therefore, when corporate offers product that brings high customer value, it will reduce consumers perception of financial sacrifices to buy this product, and at the same time increase consumers perception on price fairness Sixth, consumers perception of price fairness has a positive influence on the relationship quality between consumers and corporate, but price fairness does not play a mediating role in the effect of social responsibility to the relationship quality between consumers and corporate The corporate, whether participating in social responsibility activities or not, must be very cautious in their pricing strategy and be always fair in their pricing policy in order to maintain quality relationships with consumers Managers should plan specific pricing policies from the input material stage, production process, and distribution of goods to the final customer in order to optimize the profits for the corporate while still to reasonalize the saleprice The corporate should provide appropriate information about their pricing policies, through official media or independent third-party reports, so that consumers can find whether the price is reasonable or fair The corporate’s proactive information provision aims to limit consumers’ access to false information in the market, which 17 affects consumers’ perception of price fairness, and negatively affecting consequently the relationship quality between businesses and consumers Seventh, the influence of corporate social responsibility activities on customer value and the relationship quality is not different between the context of consumption with the same selling price and 10% higher than the selling price of other businesses This shows that consumers are willing to pay a higher price, specifically 10%in this study, for the product from a socially responsible corporate, without changing the perceived customer value as well as the relationship quality between consumers and corporate In cases where the product is priced higher than the competition, the seller can shift the buyer's attention away from the price to focus on the value from the product For example, sellers emphasize the organic properties of the product, or the visual value (social value) that the product can bring to the consumer Furthermore, these values will help ease the stress of a relatively higher price when the buyer cares about the benefits In addition, the process of comparing products with a price difference, or the process of finding the reason for a price increase is natural reactions of consumers Therefore, having the seller proactively provide relevant information in advance is likely to reduce the adverse effect of perceived arbitrage Eighthly, an implication for administrators through importance-performance chart analysis of the variables in the research model is when they want to increase the performance of the relationship quality, the first priority is to improve the performance of customer value, as this variable has the highest importance (above average) but relatively low performance (below average) Next comes social responsibility and price fairness However, if consumers are interested in socially responsible activities, but a low level of consumers’ awareness as well as information about social responsibility activities will not lead to any positive reactions Therefore, consumers need to be aware of the level of corporate social responsibility before this factor can affect their behavior Communicating corporate social responsibility activities is 18 essential to raise consumer awareness of social responsibility, and is a prerequisite for delivering customer value as well as relationship quality Information about corporate social responsibility activities should be available, understandable, reliable, and accessible anywhere Corporates need to take advantage of all the tools such as advertising, promotions, public speaking or news, and corporate communications in order to spread the image of a socially responsible corporate and a good corporate citizen 5.3 Limitations and future research directions Although this study has achieved some certain results and is both theoretically and practically meaningful, there are some limitations The first limitation is that the number of references searched with the keywords is limited to 391 full-text documents This affects the generalizability of the literature review However, the quality of the reference sources is entirely examined, and the number of 61 studies screened from these 391 documents is sufficient to warrant the quality of the systematic review The second limitation is the research data collection method Experimental design based on scenarios, in which respondents must imagine they are experiencing a hypothetical consumption situation, can make respondents to pay more attention to the information of the socially responsible activities than actual consumption situations which the social responsibility information is usually limited Furthermore, this is a simulation, the answers not affect the participant live, it is possible to reduce the realism of the answers and there may be a difference between what they responses on the questionnaire versus actual behavior However, this study tried to mitigate this limitation by designing the scenario based on real data to create the situation closer to reality At the same time, the opening part of the questionnaire encouraged respondents to express their true views because there was no right or wrong assessment; this was also partialy to minimize the gap between reality and participants’ answers ... used a quantitative method with an experimental vignette method (EVM) with a control group Samples were collected by the convenient method in the provinces; such as An Giang, Dong Thap, Kien Giang,... in Ho Chi Minh City and Mekong Delta provinces; such as Can Tho, Vinh Long, Dong Thap, An Giang, Kien Giang Time range: from 2016 to 2020 Primary data sources were collected in August 2020 1.5... shown in Table 4.3 Table 4.2: Sample distribution by location No Location An Giang Hochiminh City Vinh Long Dong Thap Kien Giang Can Tho Total Number Ratio (%) 186 38,8 93 19,4 56 11,7 53 11,1 46