Anh Thi Mai Nguyen

Countries around the world are taking further steps toward transparency and corporate sustainability. Environmental, social, and governance (ESG) reporting will be required for all firms listed on European exchanges as of 2026 according to the Corporate Sustainability Reporting Directive. Meanwhile, the companies’ rate in Vietnam reporting and disclosing ESG information is still limited. There is an empirical gap between the theory and practices of ESG reporting in Vietnam. Therefore, this study aims to investigate the determinants affecting the readiness for ESG reporting in Vietnamese enterprises. Survey questionnaires and quantitative analysis are employed based on the structural models using SmartPLS4 software to analyze the sample of 169 manufacturing, commercial, and service enterprises in Vietnam. The findings show that accountant qualifications, management processes, women on management boards, and information technology systems positively affect Vietnamese firms’ readiness to report ESG. The relationship between business executives’ ESG awareness, public media pressure, governmental guidelines, and the readiness for ESG reporting is not statistically supported. Based on the research results, Vietnamese enterprises should increase women’s participation on management boards, facilitate professional development and training for accountants, invest in information technology systems, and improve management processes to enhance the adoption of ESG reporting in Vietnam.

Type of the article: Research Article

Abstract
Growing concern over environmental degradation and increasing skepticism toward corporate sustainability claims has heightened interest in how consumers form sustainable consumption decisions in emerging markets. This study examines how internal sustainability orientations and firms’ green marketing practices jointly shape sustainable consumer behavior, and how perceived greenwashing moderates these relationships among Generation Y and adult Generation Z consumers in Vietnam.
Using survey data from 656 urban consumers, the study applies regression, sequential mediation, and moderation analyses. The results show that green consumer identity is the strongest driver of sustainable behavior, with environmental awareness and environmental protection attitude operating indirectly through identity formation. Green purchase willingness serves as a proximal mechanism linking identity to behavior. Green marketing practices have weaker but significant effects, indicating a complementary role alongside internal motivations.
Perceived greenwashing weakens the translation of both identity-based motivation and marketing signals into behavior, but does not affect willingness formation, suggesting a stage-specific credibility effect at the behavioral conversion stage.
The findings highlight an integrated mechanism in which identity-based motivation dominates, external signals complement, and perceived authenticity constrains sustainable consumption in emerging markets.