The impact of institutional pressures on corporate social responsibility and green marketing adoption: an empirical approach in Vietnam banking industry

PurposeInstitutional pressure and corporate social responsibility (CSR) are gaining increasing recognition in scholarly works; however, there is an apparent and unsettled relationship between these concepts and the concept of green marketing adoption (GMA) that influences efforts to gain a relative...

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Bibliographic Details
Published in:International journal of bank marketing 2024-05, Vol.42 (3), p.620-641
Main Authors: Huynh, Anh-Tuan, Knápková, Adriana, Bui, Tat-Dat, Nguyen, Tran-Thai-Ha
Format: Article
Language:English
Subjects:
Banking industry
Behavior
Commercial banks
Competition
Competitive advantage
Green marketing
Market strategy
Political power
Social responsibility
Society
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Summary:PurposeInstitutional pressure and corporate social responsibility (CSR) are gaining increasing recognition in scholarly works; however, there is an apparent and unsettled relationship between these concepts and the concept of green marketing adoption (GMA) that influences efforts to gain a relative competitive advantage (RCA). This study is aimed at examining the roles of institutional pressure and CSR on GMA and RCA and proposes recommendations for promoting green marketing management and CSC in the banking industry in Vietnam.Design/methodology/approachIn this study, partial least squares structural equation modeling is utilized to investigate the evolution of the structural model, while the hypotheses are evaluated using structural equation modeling (SEM). The data are scrutinized from 288 banking employees through an online survey.FindingsThe results show that the components of institutional pressure exert a significant impact on GMA and RCA, but the level and type of this impact differ. Additionally, the mediating role of the CSR variable in this relationship is revealed. Under the influence of institutional pressure, companies tend to increase their implementation of CSR activities, thereby promoting their GMA and RCA.Originality/valueThis study offers both theoretical and practical implications. Theoretically, this study adds to the extant evidence concerning the significance of CSR integration and institutional pressure to the advancement of GMA. In addition, maintaining a focus on fostering holistic GMA practices has enabled the banking industry in Vietnam to achieve an RCA.
ISSN:0265-2323
1758-5937
DOI:10.1108/IJBM-04-2023-0228