The impact of social responsibility on the competitive advantage of small and medium-sized enterprises in Hanoi, Vietnam

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Small and medium-sized enterprises account for more than 98.2% of total enterprises in Hanoi and contribute significantly to the city’s employment, innovation, and GDP. This study aims to analyze and evaluate the influence of corporate social responsibility and green marketing on the competitive advantage of small and medium-sized enterprises in Hanoi, Vietnam. With 292 valid survey responses, data analysis was conducted through PLS-SEM. The study results show that corporate social responsibility and green marketing are critical to the competitiveness of small and medium-sized firms in Hanoi. Corporate social responsibility positively influences green marketing (β = 0.812, p < 0.01) and corporate reputation (β = 0.458, p < 0.01). Similarly, green marketing strongly impacts corporate reputation (β = 0.440, p < 0.01), while corporate reputation contributes substantially to competitive advantage (β = 0.794, p < 0.01). Indirect effects were also observed. Accordingly, corporate social responsibility and green marketing enhance competitive advantage through corporate reputation, with indirect path coefficients of 0.364 and 0.350, respectively. Additionally, corporate social responsibility indirectly affects corporate reputation via green marketing (β = 0.358, p < 0.01). The findings show that integrating corporate social responsibility and green marketing strategies improves enterprises’ reputation, which in turn improves competitive advantages.

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    • Figure 1. Proposed research model
    • Figure 2. Description of the survey samples
    • Figure 3. The confirmed research model
    • Table 1. Construct reliability and validity
    • Table 2. Discriminant validity
    • Table 3. Bootstrapping analysis results of direct effects
    • Table 4. Bootstrapping analysis results of indirect effects
    • Table 5. R-square coefficients
    • Table 6. PLS-MGA and bootstrapping results
    • Conceptualization
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Data curation
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Formal Analysis
      The Tuan Tran, Do Thi Tho
    • Investigation
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Methodology
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Project administration
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Resources
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Supervision
      The Tuan Tran
    • Validation
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Visualization
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Writing – original draft
      The Tuan Tran, Bui Van Vien, Do Thi Tho
    • Writing – review & editing
      The Tuan Tran, Bui Van Vien, Do Thi Tho
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Problems and Perspectives in Management
Problems and Perspectives in Management