Abstract

This study explores the impact of consumer perceptions on Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) practices in Vietnam. Given the country's rapid economic development and increasing environmental and social challenges, understanding consumer attitudes towards CSR and ESG is crucial for businesses aiming to align with market expectations. The research employs the Theory of Planned Behavior and the Corporate Reputation Influence framework to analyze how Vietnamese consumers' understanding and perceptions of CSR and ESG influence corporate strategies and decision-making. Key findings indicate that Vietnamese consumers, especially the younger and more educated demographic, are increasingly prioritizing sustainability and ethical practices. Companies that align their operations with these consumer expectations can enhance their reputation, gain competitive advantage, improve operational efficiency, attract top talent, manage risks better, and secure better access to capital. However, challenges such as resource constraints, measurement and reporting difficulties, regulatory compliance complexities, consumer skepticism, and supply chain management issues remain. The study suggests enhancing education and awareness, improving transparency and reporting, strengthening regulatory compliance, fostering stakeholder engagement, supporting SMEs, and promoting innovation and investment in sustainability to effectively integrate CSR and ESG practices.