Consumer Intention Towards Electric Vehicle: Effects of Environmental Corporate Social Responsibility and Green Brand

This research examines the impact of Environmental Corporate Social Responsibility (ECSR) on green purchase intention in Vietnam’s emerging electric vehicle (EV) market. While global EV adoption is increasing, there is limited research focusing on developing markets, particularly in Vietnam. This study aims to address this gap by exploring how ECSR influences consumer trust, brand commitment, and purchase intentions within this context. The study adopts the Stimulus-Organism-Response (S-O-R) theory, using a quantitative survey approach. Data was collected from 302 participants, with key constructs - ECSR, green brand trust, affective brand commitment, and green purchase intentions - measured on a 7-point Likert scale. Partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses. The findings reveal that ECSR positively impacts both green trust and brand commitment, which subsequently enhance green purchase intentions. Additionally, trust and commitment play significant mediating roles in the relationship between ECSR and purchase intentions. This study contributes to the understanding of the socio-psychological mechanisms driving green consumerism in developing markets. Practically, it provides insights for EV manufacturers and policymakers to develop effective marketing and sustainability strategies, while also offering a foundation for future research on cultural and technological factors in the EV sector.