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Bài báo - Tạp chí
(2023) Trang: 249-261
Tạp chí: IMCCS 1ST INTERNATIONAL CONFERENCE ON COMMUNICATION SCIENCES, MAY 5 - 7, 2023, SIVAS
Liên kết:

This paper aims to analyze the effects of corporate social responsibility on the beverage purchase intentions of young people in Cantho City, Vietnam. In this study, CSR has four dimensions, including, CSR towards environment, CSR towards consumers, CSR towards employees, and CSR towards community. Data are collected from 160 young customers in Cantho city via structure questionnaire. Descriptive statistics, cronbach alpha,  factor analysis, and regression have been used to analyse data. The results show CSR towards employees and CSR towars community significantly influence on purchase intention of young customers. In addition, among 4 dimension of CSR, the dimension CSR towards community seems to have the strongest impact on purchase intention of young customers.

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