Title: The impacts of ESG on customer trust, attitude and loyalty at Vietnamese joint-stock commercial banks

Authors: Van Dung Ha; Nhan Truong Thanh Dang

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

Abstract: Based on a survey of 569 customers of joint-stock commercial banks in Vietnam, this study analysed the impact of environmental, social, and governance (ESG) factors on customer trust, attitude, and loyalty. Using data analysis methods such as Cronbach's alpha, exploratory factor analysis (EFA), and partial-least-squares structural-equation-modelling (PLS-SEM) via SPSS and Smart-PLS software, the study yielded several key findings: 1) environmental issues (EN) and corporate governance (CG) positively influence customer attitude (CA); 2) corporate governance and social issues (SI) have a positive impact on customer loyalty (CL); and 3) customer trust (TR) strongly influences both customer attitude and customer loyalty. These results highlight the important role of ESG in building customer trust, attitude, and loyalty toward joint-stock commercial banks. Integrating ESG factors into banks' operational strategies not only enhances their image and brand value but also contributes to the sustainable development of the banking industry in Vietnam.

Keywords: environment; social; governance; trust; attitude; loyalty.

DOI: 10.1504/JGBA.2025.152718

Journal for Global Business Advancement, 2025 Vol.17 No.5, pp.593 - 614

Received: 14 Jul 2025
Accepted: 18 Aug 2025
Published online: 07 Apr 2026 *

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