ESG's Impact on Awareness and Behavior of Users and Providers in Vietnamese Higher Education

These days, sustainable development is more than simply a straightforward idea—it has emerged as a necessary trend in every industry, including higher education. Universities in Vietnam are gradually coming to understand how important it is to use ESG (Environmental, Social, and Governance) principles to raise student achievement and establish sustainable learning environments. Based on SOR and CSR theories, the research aims to explore how ESG standards affect satisfaction and brand value in the context of higher education. 497 samples were gathered for this research from university employees and students. The findings indicate that social media use and ESG have a big influence on CSR, which in turn directly affects satisfaction and brand value. It has significant implications for higher education in terms of developing theoretical consequences and sustainable practices.