Exploring Customer Social Responsibility in Green Financial Product Consumption: Evidence from The Millennial Generation in Vietnam

Abstract

This study contributes to the conceptualization of Customer Social Responsibility (CuSR) in the context of green financial product consumption, addressing a gap where the term has previously been embedded within corporate social responsibility (CSR) or brand strategy literature. Adopting an interpretivist qualitative approach, the research explores how Vietnamese Millennials—a tech-savvy, well-educated, and ethically aware generation—perceive and express CuSR. Data were collected through 20 in-depth interviews and five focus group discussions. The findings reveal four core dimensions of CuSR: essence, forms of expression, perceived values, and social impact. In addition, six influencing factors were identified: product characteristics, social influence, personal attributes, environmental and social awareness, regulatory environment, and corporate communication. The study contributes both theoretically and practically by clarifying the nature of CuSR, offering insight into consumer engagement with sustainable finance, and providing implications for green marketing and customer retention strategies in the digital era.