Tran Thanh Hanh

Thu Dau Mot University

DOI : https://doi.org/10.58806/ijsshmr.2026.v5i6n01

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ABSTRACT

Corporate social responsibility (CSR) has become an important factor shaping consumer perceptions, especially among young consumers who increasingly expect firms to act responsibly toward society and the environment. At the same time, growing concerns about greenwashing have made consumers more cautious when evaluating corporate sustainability claims. This study examines how CSR awareness influences brand trust and green purchase intention among Vietnamese university students, while also exploring students' concerns about greenwashing and responsible CSR communication. Following a mixed-methods questionnaire design, data were collected from an illustrative sample of 150 university students who had experience evaluating brands or purchasing products influenced by CSR-related information. Quantitative data were analyzed using frequency and percentage calculations, while open-ended responses were examined through thematic analysis. The findings indicate that most students are aware of CSR and pay attention to environmental protection, community support, employee welfare, product safety, and ethical business practices. CSR is perceived to strengthen brand trust when it is transparent, consistent, and connected to real corporate actions. Students also report that CSR can increase their intention to buy green products, although price, product quality, and perceived authenticity remain important conditions. The study identifies several concerns, including exaggerated environmental claims, lack of evidence, selective disclosure, and the use of CSR mainly for marketing purposes. The study concludes that CSR can be a meaningful tool for building consumer trust and encouraging sustainable consumption among young consumers, but only when companies communicate responsibly and avoid greenwashing. Practical implications are provided for businesses, universities, and policymakers seeking to promote ethical CSR communication and sustainable consumption in Vietnam.

KEYWORDS:

corporate social responsibility; greenwashing; brand trust; green purchase intention; Vietnamese students; sustainable consumption

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Cite this Article:Hanh, T. T. (2026). Corporate Social Responsibility, Greenwashing Concerns, and Consumer Trust among Vietnamese University Students. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE HUMANITY & MANAGEMENT RESEARCHS, 5(6), 1307-1313. https://doi.org/10.58806/ijsshmr.2026.v5i6n01

VOlUME 05 ISSUE 06 June 2026