Vũ Đức Thanh

20213391
 Abstract
CSR is a corporate responsibility initiatives. CSR has evolved into a priority
for businesses, serving as a significant source of a competitive advantage
that cannot be avoided or ignored (Porter & Kramer, 2006; Slack et al.,
2015). Perceived corporate responsibility and customer behaviour is crucial
to businesses in general and in F&B in particular. As a result, conducting in-
depth research on the impact of Perceived Corporate Social Responsibility
(PCSR) and consumer behavior in the F&B sector is essential. The purpose of
research is to provide Vietnamese businesses, particularly those operating in
the F&B industry, with a foundation for developing appropriate strategies
that align with their corporate responsibility initiatives in order to achieve
success. Research indicates that PCSR has a positive impact on consumers
purchase intention. Besides, PCSR also has a positive impact on Self- brand
connection, Brand attitude, EwoM and these has a positive impact on
consumers purchase intention. By this way, businesses are likely to tailor
their strategies and marketing efforts accordingly. They can leverage their
responsible practices and communicate them effectively to target customers,
thereby affecting their decision-making processes and cultivating positive
customer responses.

 Key word: CSR, PCSR, consumers purchase intention