The role of corporate social responsibility in building long-term relationships with green brands

This study examines the effects of corporate social responsibility activities (CSR) and green advertising (GAD) on green consumer–brand relationship quality (GRQ) and green brand loyalty (GBL) in Vietnam. A conceptual model was developed to examine the relationships among CSR, GAD, GRQ, and GBL. Data were collected from 447 green consumers and analyzed using structural equation modeling (SEM). The findings indicate that CSR has a significant positive effect on both GRQ and GBL, whereas GAD does not significantly influence either GRQ or GBL. In addition, GRQ has a significant positive effect on GBL. These findings highlight the important role of CSR in strengthening consumer–brand relationships and green brand loyalty. The results suggest that managers should prioritize authentic CSR activities and focus less on green advertising when seeking to build long-term relationships with green consumers.