越南消費者對Vinamilk品牌ESG努力的認知

Abstract

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This study investigates the relationships between consumers’ perceived importance of environmental, social, and governance (ESG) issues, their perceptions of Vinamilk’s ESG performance, brand trust, and purchase intention. Using structural equation modeling (SEM) on survey data from 288 Vietnamese consumers, we test a theoretically grounded model linking ESG attitudes to behavioral intentions. The results reveal that perceived ESG importance has a modest but significant effect on perceptions of Vinamilk’s ESG performance (β = 0.19, p = .006), and ESG perception strongly predicts brand trust (β = 0.37, p < .001). Notably, ESG perception does not exert a significant direct effect on purchase intention (β = –0.08, p = .241); instead, its influence operates indirectly through brand trust (β = 0.28, p < .001). These findings highlight the pivotal role of trust as a mediator between ESG perceptions and consumer behavior, while challenging the assumption that ESG initiatives alone can directly motivate purchasing decisions. The study offers important theoretical and practical implications, suggesting that managers should prioritize building trust through authentic ESG commitments and that researchers should explore the contingent and context-dependent nature of ESG effects across markets.