Corporate Social Responsibility: Findings from the Vietnamese Paint Industry

Abstract

In contemporary society, customers tend to spend money on goods and services they trust not only in terms of their quality but also because of their ethical production standards; therefore, thanks to integrating corporate social responsibility (CSR) into business activities, a company can ensure that their business success is in line with high moral principles and social expectations. Considering the paint business in the Vietnamese context, this study aims to investigate the effects of CSR related to the environmental management practices of companies in the paint industry. By analyzing data collected from 269 project managers and the purchasing managers of construction companies located in Ho Chi Minh City, Vietnam, the findings show that CSR programs generally have a positive relationship with perceived reputation, organizational customer satisfaction, and environmental management practices (EMPs). Furthermore, the results also indicate that EMPs have no significant impact on organizational customer satisfaction, and perceived reputation is not associated with either customer satisfaction or commitment in the business-to-business (B2B) context. It is worth noting that the results provide some managerial recommendations for paint companies.

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