The Impact of Corporate Social Responsibility Authenticity on Brand Authenticity in the Sustainable Fashion Industry in Hanoi
DOI:
https://doi.org/10.65150/EP-jmrr/V2E4/2026-05Keywords:
CSR authenticity, brand authenticity, sustainable fashionAbstract
This study examines the impact of Corporate Social Responsibility (CSR) authenticity on brand authenticity in the sustainable fashion industry in Hanoi. Drawing on a quantitative research approach, data were collected from 205 respondents, with 197 valid responses used for analysis. CSR authenticity is conceptualized as a multidimensional construct, including community link, reliability, commitment, and congruence, while brand authenticity is measured through continuity, originality, and naturalness. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings indicate that CSR authenticity has a positive and significant impact on brand authenticity. In particular, different dimensions of CSR authenticity contribute to enhancing consumers’ perceptions of brand authenticity to varying degrees. This study contributes to the literature by providing empirical evidence on the role of CSR authenticity in shaping brand authenticity in the context of sustainable fashion, particularly in an emerging market like Hanoi. The findings also offer practical implications for businesses in developing more authentic CSR strategies to strengthen brand positioning and consumer trust.
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Copyright (c) 2026 PGS.TS. Nguyen Van Ha , Dang Thi Thanh An , Nguyen Phuong Anh , Nguyen Thi Hai Anh , Bui Thuy Dieu , Doan Thuong Huyen (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
