Randomized trial examines how corporate social responsibility influences customer behavior, suggesting new pathways for sustainable finance.
Key Points
This research explores how perceived corporate social responsibility influences customer social responsibility and impacts green financial behavior among Generation Z.
Survey data was collected online from 396 Generation Z respondents in Vietnam.
Data analyzed using covariance-based structural equation modeling with 5,000 bootstrap resamples.
Procedural and statistical remedies were implemented to address common method bias.
Perceived corporate social responsibility increases authenticity (β=0.61).
Authenticity strengthens green trust (β=0.53) and trust activates customer social responsibility (β=0.47).
Customer social responsibility predicts green financial intention (β=0.59), which in turn predicts green financial behavior (β=0.65).