Title: Enhancing customer attitudes, equity and purchase intention at commercial banks in Ho Chi Minh City: a significant role of ESG

Authors: Nhan Truong Thanh Dang; Van Dung Ha; Van Tung Nguyen; Van Dan Nguyen

Addresses: Management Division, Faculty of Business Administration, Ho Chi Minh University of Banking, 56 Hoang Dieu 2 Street, Linh Chieu Ward, Thu Duc District, Ho Chi Minh City, 700000, Vietnam ' Faculty of International Economics, Ho Chi Minh University of Banking, 56 Hoang Dieu 2 Street, Linh Chieu Ward, Thu Duc District, Ho Chi Minh City, 700000, Vietnam ' Faculty of International Economics, Ho Chi Minh University of Banking, 56 Hoang Dieu 2 Street, Linh Chieu Ward, Thu Duc District, Ho Chi Minh City, 700000, Vietnam ' Faculty of Banking, Ho Chi Minh University of Banking, 56 Hoang Dieu 2 Street, Linh Chieu Ward, Thu Duc District, Ho Chi Minh City, 700000, Vietnam

Abstract: Based on survey results from 519 individuals - customers of commercial banks in Ho Chi Minh City - fundamental theories are applied in this study to analyse and evaluate the role of ESG in enhancing customer attitude, customer equity, and purchase intention in the banking sector. By employing basic analytical methods, including descriptive statistics, Cronbach's alpha reliability, exploratory factor analysis (EFA) as well as partial-least-squares structural equation modelling (PLS-SEM) with SPSS and SMART-PLS software, this study yielded significant results. First, the components of ESG (environmental, social, and governance) positively impact customer attitudes. Second, customer attitudes positively influence customer equity. Finally, customer equity positively affects purchase intention. These findings underscore the significant role of ESG factors in shaping customer perceptions and behaviours in the banking sector. By prioritising ESG considerations, banks can foster positive attitudes, enhance customer equity, and increase purchase intention, thereby contributing to sustainable development and societal well-being.

Keywords: environmental; social; governance; ESG; attitude; equity; purchase intention; customer; sustainable; banking.

DOI: 10.1504/JIBED.2025.148649

Journal for International Business and Entrepreneurship Development, 2025 Vol.17 No.1, pp.62 - 86

Received: 14 Mar 2025
Accepted: 04 Apr 2025
Published online: 17 Sep 2025 *

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