Sustaining organizational customers’ consumption through corporate social responsibility and green advertising receptivity: the mediating role of green trust

The study investigated the effect of corporate social responsibility (CSR) and green advertising receptivity (GAR) on the behavioral intentions of organizational customers within Vietnam’s industrial and marine coatings sector, with a particular focus on the mediating role of green trust (GT). Studies have examined the individual effects of CSR and GAR on consumer behavior, but few studies specifically address organizational clients in the Vietnamese coatings industry. A survey was carried out across provinces in Vietnam known for their robust marine and construction industries, targeting key decision-makers in companies active in these areas. Out of 350 questionnaires distributed, 231 valid responses were gathered for statistical evaluation. The findings indicate that CSR positively affects organizational customers’ green purchase intention (GPI), word-of-mouth intention (WOMI), and willingness to pay (WTP). GAR has a significant effect on GPI and GT, and WTP, but not on WOMI. Furthermore, GT serves as a mediator in the relationships of CSR with GPI, WOMI, and WTP and of GAR with GPI, GT, and WTP. This study provides valuable insights for companies aiming to use CSR and green marketing strategies to foster sustainable consumption and decision-making among organizational customers in Vietnam’s burgeoning industrial and marine coatings market.