International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 8 (August 2026), Pages: 175-182

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 Original Research Paper

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

 Author(s): 

Mai Van Chuong 1, Nguyen Thi Hong Nguyet 1, *, Tran Van Dung 1, Dang Thi Ngoc Lan 2

 Affiliation(s):

1Faculty of Economics, Ho Chi Minh City University of Natural Resources and Environment, Ho Chi Minh City, Vietnam
2Faculty of Finance and Accounting, Mekong University, Vinh Long, Vietnam

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-0446-6823

 Digital Object Identifier (DOI)

 
https://doi.org/10.21833/ijaas.2026.08.017

 Abstract

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.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

Corporate social responsibility, Green advertising, Green consumers, Brand relationship quality, Green brand loyalty

 Article history

Received 12 February 2026, Received in revised form 15 August 2026, Accepted 21 August 2026

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

This study involved human participants through a questionnaire survey. Participation was voluntary and anonymous, and informed consent was obtained from all respondents prior to participation. The study complied with ethical principles for research involving human participants and was approved by the Ho Chi Minh City University of Natural Resources and Environment (IRB approval No. 09/2026-KKT). 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

Chuong MV, Nguyet NTH, Dung TV, and Lan DTN (2026). The role of corporate social responsibility in building long-term relationships with green brands. International Journal of Advanced and Applied Sciences, 13(8): 175-182

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