The biggest source of my motivations, I would like to deliver a deep sense of gratitude to my supervisor, Professor Nathalie Fleck. I remembered the first winter here in Le Mans, you were the only person that I knew. In our first met, you brought me a tiny box of chocolate in red that warmed up and sweetened up my whole winter. I learned from you, not only as a super professional supervisor but also as an ideal image of a feminine researcher. "The woman and her Nefertiti" always treat me with respect and erase almost all hierarchy between a supervisor and a doctoral student. You have never given up on me, even in my hardest moments. Thanks to you, I am proud to be on this journey to become an independent researcher in the near future. (I appreciate "the queen" whenever she jumps on the table to say "hello to Yen"). I sincerely would like to thank Professor Laure Ambroise, Professor Bertrand Urien, Professor Jean-Marc Ferrandi, and Madame Agnès François-Lecompte for accepting to be the committee members in the jury.

My sincere thanks also go to Madame Isabelle Prim-Allaz for being a member of my CSI committee. Together with Madame Agnès François-Lecompte, you both gave me many valuable opinions for my studies from the very beginning. Also, I would like to extend my gratefulness to Madame Huyền Nguyễn, Monsieur Mouloud Tensaout, and Madame Axelle Faure-Ferlet for their sympathy and many practical advices.

My gratefulness goes to all staff of EDGE and Pôle doctoral who is in charge of managing the PhD Nathalie told me, "PhD journey is the passage that opens another brand-new journey". I know that she was right. This is not the end. This is the new beginning. [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF]

LIST OF FIGURES

LIST OF TABLES

ABSTRACT

Considered as a universal concept, CSR was actually originated from occidental perspective, making it inadequate to be imposed globally. The CSR perceived by firms and consumers might be divergent in an oriental context. Besides, whether CSR plays a requisite role in purchasing decision process is still unclear, creating the exaggeration of consumers' responses which in turn generates the overreaction of firms. Aiming to expand the understandings of consumer perceptions and their responses to CSR in oriental context, we therefore conducted our studies in Vietnam, an emerging East Asian market. We carried out a qualitative study to explore consumer CSR perceptions and built a 5-Persona typology of consumers, and two scenario-based experiments in food sector and cosmetics & skincare sector to test consumer reactions to CSR. The replicated experiment was integrated with a larger survey later used to form a structural equation model, explaining the psychologic mechanisms behind consumer responses to CSR. Our findings reveal that CSR has a real impact on consumer evaluations of the firm and its products, whereas surprisingly, country-of-origin and production process have no significant impact. Moreover, even though no cue of the quality control process was provided, consumers still form their evaluations on product quality, making it the mediator between the effect of firm involvement in CSR and consumer responses (brand attitude, purchase and recommendation intentions). We found that consumption habituation moderates the effect of perceived product quality on consumer responses. Also, perceived firm CSR motives (related to firms' benefits) moderate the relationship between firm engagement in CSR and perceived product quality while CSR skepticism mediates this effect.

Beneath the surface of consumer responses, some individual constructs can explain the psychologic mechanisms, among which we highlight consumer green values, playing the moderating role between firm green engagement and perceived product quality. Five constructs together contribute to form green values including mindfulness, voluntary simplicity, internal locus-of-control, connectedness to nature, and death anxiety. With these studies, we hope to bring broader understandings of how consumers perceive and react toward CSR in the oriental context that might be more sophisticated than the appearances.

Keywords: CSR, consumer perception, consumer response, consumption habituation, mindfulness, voluntary simplicity, internal locus-of-control, death anxiety, connectedness to nature, green values, CSR motives, CSR skepticism

INTRODUCTION

We have been witnessing the increasingly critical issues of the 21 st century, a rapidly changing world, inextricably linked to societal and humanity concerns (e.g., inequality, food security, poverty, child labors, workers' conditions, human rights, gender discrimination, health care availability) 1 . The "fast and furious" race among countries to obtain a higher rate of economic development has been exchanged with the harsh living conditions for many people, not to mention the depletion of natural resources and other environmental issues (e.g., severe pollutions, climate changes, desertification, land degradation). Within several decades, human beings will really "feel the heat" if allowing the temperature of this planet to be increased by over 1.5°C to 2°C each year, warned by The Intergovernmental Panel on Climate Change in 2019 2 .

Back in the 1950s and 1980s, scholars have already begun to discuss the role of enterprises in solving the critical issues of society. [START_REF] Davis | Can business afford to ignore social responsibilities?[END_REF] argued that firms could not be able to ignore the responsibilities related to both socio-economic and socio-human obligations. Equally important, the holistic view was also considered, stating that humankind is one among the parts of the ecology and should play the symbiotic role with others in the jointly developing process. With this in mind, it is important to shift from the tenacious view of thinking that human beings are dominant on earth to the harmonized view that we are also a part of the natural world. Then, human beings may start to behave with responsibility and respect to nature [START_REF] Leopold | A Sand County Almanac: With essays on conservation from Round River[END_REF][START_REF] Naess | The shallow and the deep, long-range ecology movement. A summary[END_REF]. During these years, even though the concept of CSR was discussed broadly, it was still no more than an interesting idea [START_REF] Heald | Business thought in the twenties: Social responsibility[END_REF][START_REF] Elbing | The value issue of business: The responsibility of the businessman[END_REF][START_REF] Bhattacharya | Doing better at doing good: When, why, and how consumers respond to corporate social initiatives[END_REF]) due to the fact that changing business practice definitely provoked many challenges to enterprises [START_REF] Davis | Can business afford to ignore social responsibilities?[END_REF][START_REF] Eilbirt | The practice of business: The current status of corporate social responsibility[END_REF][START_REF] Hay | Social responsibilities of business managers[END_REF]).

1 See "UNDESA World Social Report." by United Nations -Department of Economic and Social Affairs (2020) After many decades, CSR now has an indispensable part in business practices and is applied widely among enterprises, whether voluntarily or obligatorily. As indicated by [START_REF] Kim | Dynamics of corporate social responsibility in Asia: Knowledge and norms[END_REF], the definitions of CSR for this century should be expanded with the good impacts that firms can bring to the society as "the responsibility that businesses take for their societies and their social impacts, and specifically refer to policies and practices of corporations that reflect business responsibility for some wider societal good".

Henceforth, CSR is considered as a universal concept and has been widely studied since the end of the last century. Nevertheless, the current understandings of CSR might be inadequate in terms of international application. Previously from the very beginning, CSR studies were extended in occidental countries but not so numerous in the oriental countries [START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] Prieto-Carrón | Critical perspectives on CSR and development: what we know, what we don't know, and what we need to know[END_REF][START_REF] Ewing | Contemporary corporate social responsibility in China: an extension of Confucian philosophy?[END_REF][START_REF] Tian | Consumer responses to corporate social responsibility (CSR) in China[END_REF]). As a result, the universal CSR standards and codes nowadays are mainly based on the characteristics of the occidental markets, making it insufficient to be imposed globally [START_REF] Visser | Corporate responsibility in a developing country context[END_REF][START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] Ewing | Contemporary corporate social responsibility in China: an extension of Confucian philosophy?[END_REF].

While the oriental markets have been considered important in the new century for their contributions to world economics through their impressive growth rates, they have got less attention from scholars than they should have [START_REF] Palihawadana | Effects of ethical ideologies and perceptions of CSR on consumer behavior[END_REF]. Under the impacts of inherent characteristics (e.g., Buddhism and Confucianism), there may exist some CSR values sparking from those unique eastern characteristics or ethical culture, which in turn, influence the manner of doing business and consumer expectations in eastern Asia [START_REF] Birch | Corporate social responsibility in Asia[END_REF]Moon 2004, Whelan 2007). Besides, CSR conceptualization might be divergent in oriental markets, resulted from the economic development and some cultural values of their society (e.g., collectivism, the bonds of family and friendship) [START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] Welford | Corporate social responsibility in Europe and Asia: Critical elements and best practice[END_REF][START_REF] Chapple | Corporate social responsibility (CSR) in Asia: A seven-country study of CSR web site reporting[END_REF][START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF][START_REF] Lund-Thomsen | Corporate Social Responsibility in Global Value Chains: Where Are We Now and Where Are We Going?[END_REF][START_REF] Vu | Tensions and struggles in tackling bribery at the firm level: Perspectives from Buddhist-enacted organizational leaders[END_REF]). These aspects might result in the consumer perceptions and responses to CSR in oriental markets being different from the occidental counterparts [START_REF] Welford | Corporate social responsibility in Europe and Asia: Critical elements and best practice[END_REF][START_REF] Li | Corporate Social Responsibility in Emerging Markets: The Importance of the Governance Environment[END_REF][START_REF] Lund-Thomsen | Industrial clusters and corporate social responsibility in developing countries: what we know, what we do not know, and what we need to know[END_REF].

Responding to the call-to-action to fill in the gap of CSR literature that is supposed to reflect international facets [START_REF] Pisani | How global is international CSR research? Insights and recommendations from a systematic review[END_REF], we aim to expand the understanding of CSR perceptions and reactions of consumers toward firm engagement in CSR under the oriental context of Vietnam, an emerging market in East Asia.

Thus, we defined three main research objectives:

Research objective 1: Understand the meaning of CSR concept for consumers in Vietnam and identify the importance of CSR to consumers and their attitudes toward CSR;

Research objective 2: Examine the relative importance of firm involvement in CSR on perceived product quality, compared to usual variables like production process or firm's country-of-origin, and study the consequences on consumer attitude and behavioral intentions toward the products;

Research objective 3: Explain the mechanisms behind consumers' perceptions and their responses to CSR.

These research objectives may be developed more precisely through the following questions.

First of all, we want to understand the meaning of CSR in Vietnam. How is CSR perceived by Vietnamese consumers? Which dimensions of CSR do Vietnamese consumers consider as important? Can we build a typology of consumers regarding their perceptions and behaviors regarding CSR? (research question n o 1)

Secondly, what is the impact of firm involvement in CSR on consumer responses?

Furthermore, what is the relative effect of firm involvement in CSR compared to other frequently studied variables like firm's country-of-origin or production process? How do all these variables impact consumer perceptions of product quality and what are the consequences on consumer attitudes and behavioral intentions? (research question n o 2)

Thirdly, which factors can explain the mechanisms behind consumer perceptions and responses to CSR? We identified individual characteristics potentially linked to responsible behaviors and also frequent in an Asian culture. How could these individual variables have an effect on consumers' propensity to be more responsible, and in turn, on consumer responses to the firm, according to its engagement in CSR? (research question n o 3)

To answer these research questions, we built a research design based on qualitative and quantitative approaches and conducted three studies (exploratory study, experiments, and structural equation modeling) (see figure 0.1).

First, we chose to conduct an exploratory study (study 1) on Vietnamese consumer perceptions about CSR as well as their relative behaviors in the past, which is suitable due to the fact that CR has not been broadly studied in Vietnam (Palihawadana et al. 2016, Dekhili and[START_REF] Dekhili | Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent[END_REF]. The exploratory study was based on 21 semi-directive interviews which is a common approach for social science [START_REF] Ritchie | Qualitative research practice: A guide for social science students and researchers[END_REF][START_REF] Mack | Qualitative research methods: a data collectors field guide[END_REF][START_REF] Belk | Handbook of qualitative research methods in marketing[END_REF][START_REF] Taylor | Introduction to qualitative research methods: A guidebook and resource[END_REF]. This study helped to answer the research question n o 1.

Then, we carried out a scenario-based experiment (study 2), in which the scenarios are related to a fictive firm. This method requires readers to judge and evaluate the given situation on their own [START_REF] Wason | Designing vignette studies in marketing[END_REF] and allows to reduce the biases caused by the inconsistency during the process of retrieving memory when asking them to judge and evaluate things from their own experience [START_REF] Lii | Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm[END_REF]. Besides, the scenarios also help respondents to imagine the situations and thereupon their intentions to perform some certain expected behaviors (Gregory et al. 1982, Anderson 1983, Schlosser 2003) in [START_REF] Elder | The "visual depiction effect" in advertising: Facilitating embodied mental simulation through product orientation[END_REF]. The food sector was chosen due to the fact that it is considered as an essential everyday matter with its direct influence on human health [START_REF] Hartmann | Corporate social responsibility in the food sector[END_REF]. Together with determining the relative impacts of firm involvement in CSR, production process, and country-of-origin on perceived product quality, we also measured the consequences of these stimuli to consumers' responses and examined potential factors that could help to explain their perceptions and responses toward CSR. Put together, this study allowed us to answer partly to the research questions n o 2 and n o 3.

Finally, we conducted a field survey (study 3). This study replicated the first experiment in another sector (skincare and cosmetics) and specifically tested consumer responses to environmental CSR (green engagement) to confirm the robustness of the results obtained in the previous study. This study also went further in explaining the psychologic mechanisms behind consumers' perceptions and responses toward CSR, as individual variables were integrated into the model to explain consumer responses to the firm, depending on its engagement in CSR. Thus, this study built a bridge between the literature on both CSR and responsible consumers, answering the research questions n o 2 and n o 3.

The table below summarized the research design of our three studies. Through three studies, we made some main contributions to the current literature on CSR. Aiming to expand the understandings of consumer perceptions and their responses to CSR in an oriental context, we conducted an exploratory study in Vietnam, an emerging East Asian market. The qualitative findings reveal consumer perceptions of CSR and results in a 5-Persona typology of consumers. Through two scenario-based experiments, we confirm the real impact of firm involvement in CSR on consumer evaluations of the firm and products. Even though not any cue of quality control process was provided, consumers still form their evaluations on product quality. In turn, perceived product quality mediates the effect of firm involvement in CSR and consumer responses (brand attitude, purchase and recommendation intention). Besides, consumption habituation and perceived firm CSR motives moderate the relationship between firm engagement in CSR and consumer responses while CSR skepticism mediates this relationship. We also found that firm country-of-origin and production process have no significant impact as predicted. Furthermore, the integrative survey in the second data collection was used to form a structural equation model. We found the individual constructs can explain the beneath psychologic mechanisms, among which we highlight consumer green values, playing the moderating role between firm green engagement and perceived product quality. Five constructs that directly and indirectly contribute to form green values are characterized: mindfulness, voluntary simplicity, internal locus-of-control, connectedness to nature, and death anxiety. With these studies, we hope to expand the understandings of how consumers perceive and react toward CSR in the oriental context.

CONSUMERS PERCEIVE IT

CHAPTER 1| CSR AND CONSUMERS

Since the end of the 20 th century, CSR has been vigorously investigated in both theoretical and empirical studies, reflecting the urgent quests of firms in the modern era, and above all, the concern of consumers more and more engaged on these themes and regularly questioning firms. As a matter of fact, CSR is not only engaged by firms but also concerned by consumers, an important stakeholder in the business ecosystem. We therefore consider the link between firm involvement in CSR and the perceptions of consumers toward it. In this chapter, we firstly overall review the concept of CSR in which we present the definitions of CSR and related theories that were well-established within this domain (section 1.1). Then in section 1.2, we review the magnitude of CSR in the eyes of consumers as well as their responses to firms' CSR efforts. In addition, we address the oriental cultural aspects, which are supposed to have the impacts on CSR conceptualization in an oriental context (section 1.3). Next, section 1.4 explain the reasons and the research context (Vietnam), leading to our first study with exploratory approach. Finally, the summary presented in the end will recap the all main points of this chapter.

THE CONCEPT OF CSR

In this part, we present the overall definitions of CSR, the related models as well as the dimensions of CSR in extant literature.

Definitions and related theories

The very first notion of CSR actually might be traced back to 1953. Bowen, in Social responsibilities of the businessman, introduced the concept in which each businessman is considered as the "servant of society" and has the obligation of fulfilling the desirability of society [START_REF] Bowen | Social responsibilities of the businessman[END_REF].

In agreement with Bowen, Frederick stated, "In the new era of business power, the old philosophy of business responsibility has been outdated", implying that the firms should follow the new standards of doing business which profits the society as well [START_REF] Frederick | The growing concern over business responsibility[END_REF].

This perhaps well captured the new zeitgeist from the late 1950s when scholars started to discuss the firms' responsibilities to society, which were actually beyond the scopes of business at that time.

However, during these years, the concept of CSR was started to discuss broadly, but it was still no more than an interesting idea [START_REF] Heald | Business thought in the twenties: Social responsibility[END_REF][START_REF] Elbing | The value issue of business: The responsibility of the businessman[END_REF]. Even though many scholars appeared to agree that the social responsibilities of businessmen are a necessary response to the environmental and social problems of the era, changing business practice was admitted to generating many challenges to enterprises [START_REF] Davis | Can business afford to ignore social responsibilities?[END_REF][START_REF] Eilbirt | The practice of business: The current status of corporate social responsibility[END_REF][START_REF] Hay | Social responsibilities of business managers[END_REF][START_REF] Tuzzolino | A need-hierarchy framework for assessing corporate social responsibility[END_REF].

Then in the 1990s, Carroll proposed the pyramid model of CSR, describing the main components of CSR via four types of firm responsibilities. They are arranged in order, with the highlights of 'economic responsibilities' and 'legal responsibilities' by putting them in the first and second levels of the pyramid base accordingly, implying the priority of a firm is to be profitable and well maintain their business operations by respecting the law. The third and fourth levels are 'ethical responsibilities' and 'philanthropic responsibilities' respectively (Carroll 1991, Jamali and[START_REF] Jamali | Corporate social responsibility (CSR): Theory and practice in a developing country context[END_REF], reflecting the outside responsibilities that firms are supposed to take (i.e., be a good corporate citizen and be ethical). The figure below presents how these responsibilities are organized, following a bottom-up direction. To be noticeable, the responsibilities linked to the environmental issues were not taken into account on a separate level. reflects the concept of CSR and sustainable development at the same time [START_REF] Henriques | The triple bottom line: Does it all add up[END_REF]Richardson 2013, Hammer and[START_REF] Hammer | The triple bottom line and sustainable economic development theory and practice[END_REF]. Moreover, the model gives no privilege position to any domain of firm responsibilities. This implies that firms can put in priority the corresponding responsibilities based on the stage of their operations. Therefore, it is probably more practical and flexible for any firm to evaluate its engagements in CSR.

In a general perspective, CSR refers to firms' "status and activities with respect to its perceived societal obligations" [START_REF] Brown | The company and the product: Corporate associations and consumer product responses[END_REF]. Standing in this viewpoint, CSR introduced by Business for Social Responsibility organization refers to "achieving commercial success in ways that honor ethical values and respect people, communities, and the natural environment" [START_REF] White | Business brief: Intangibles and CSR, Business for Social Responsibility[END_REF].

To the present time, in A renewed European strategy 2011-14 for corporate social responsibility, the European Commission 3 defined CSR under a broader perspective, highlighting the role of firms in making impacts on society. Specifically, CSR is considered as "the responsibility of enterprises for their impacts on society [and] to integrate social, environmental, ethical, human rights, and consumer concerns into their business operations and core strategy". By the same token, The United Nations Industrial Development Organization 4 characterized the CSR concept as "a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders".

Globally, it is apparent that, beside the domain of making profits and maintaining business activities, firms nowadays are supposed to integrate the social and environmental responsibilities into their operations, not only with their goodwills but also with obligations.

The dimensions of CSR

Globally, The United Nations Industrial Development Organization determined eleven dimensions of CSR (the key issues), corresponding to the definition presented in the section above, consisting of (1) environmental management, (2) eco-efficiency, (3) responsible sourcing, (4) stakeholder engagement, (5) labour standards and working conditions, (6) employee and community relations, (7) social equity, (8) gender balance, (9) human rights, (10) good governance, and (11) anti-corruption measures as described in the figure below.

3 See A renewed EU strategy 2011-14 for corporate social responsibility, Brussels, p.6. Furthermore, CSR dimensions might be considered different across sectors. In food sector, for instance, the important aspects of CSR include the responsibilities related to quality and safety, philanthropy and social activities, labor rights, animal welfare as well as transparent information [START_REF] Schröder | Fast foods and ethical consumer value: a focus on McDonald's and KFC[END_REF][START_REF] Maloni | Corporate social responsibility in the supply chain: an application in the food industry[END_REF][START_REF] Forsman-Hugg | Key CSR dimensions for the food chain[END_REF][START_REF] Hartmann | Consumers' awareness of CSR in the German pork industry[END_REF][START_REF] Ursin | Think global, buy national: CSR, cooperatives and consumer concerns in the Norwegian food value chain[END_REF][START_REF] Vo | Corporate social responsibility in a developing country context: a multidimensional analysis of modern food retail sector in Vietnam[END_REF]. However, these dimensions are considered under multi-stakeholder perspectives and may not necessarily reflect the importance of CSR in the eyes of consumers.

HOW DOES CSR MATTER TO CONSUMERS?

As presented in the previous section, CSR is not only the voluntary engagement of firms but also a requirement, partly because of the expectations of their consumers. It is very important for enterprises with CSR activities to get to know how consumers perceived their efforts. In this section, we review the literature on how CSR is perceived by consumers and how they respond to firms' CSR initiatives.

Consumer perceptions of CSR

Since the end of 20 th century, there has been an increasing interest in consumer perceptions of corporate associations in general (i.e., the information that consumers form on their own about a company/a brand) [START_REF] Clark | Consumer and Corporate Values: Yet Another View on Global Marketing[END_REF][START_REF] Brown | The company and the product: Corporate associations and consumer product responses[END_REF][START_REF] Berens | Corporate associations in the academic literature: Three main streams of thought in the reputation measurement literature[END_REF].

However, very little research particularly paid attention to consumer perceptions of CSR until the early 2000s (Bhattacharya andSen 2004, Aguinis and[START_REF] Aguinis | What We Know and Don't Know About Corporate Social Responsibility[END_REF]. And even that, extant research still shows that what we have known about consumers' perceptions of CSR is just like the "tip of the iceberg".

CSR, like beauty, lies in the eye of the beholder. This saying is so ancient that no one could remember who said it first [START_REF] Passmore | Psycho-analysis and aesthetics[END_REF] but the idea has never been old-fashioned. The concept is still thought-provoking when referring to the actual quest of firms for CSR and consumers' perception of it. As a matter of fact, being recognized by stakeholders consumers is one of the important motivations of firms when engaging in CSR [START_REF] Ellen | Building corporate associations: Consumer attributions for corporate socially responsible programs[END_REF][START_REF] Aguilera | Putting the S back in corporate social responsibility: A multilevel theory of social change in organizations[END_REF]) so that CSR would play a role in consumer evaluations of the firm and its product afterward [START_REF] Klein | Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis[END_REF].

Through socially responsible activities, firms may reasonably expect that their CSR efforts can convey some positive messages to their audiences about their goodwill. It seems that the more socially responsible a firm is; the better image it wants to have in the minds of its audiences. Simply put, it is obvious for firms -when engaging in CSR -to expect a positive relationship between the firms' CSR actions and consumers' reaction [START_REF] Aguilera | Putting the S back in corporate social responsibility: A multilevel theory of social change in organizations[END_REF] such as liking the brand, purchasing their products, spreading positive word-of-mouth, to name but a few.

However, CSR initiatives may or may not result in firms' expected outcomes. In other words, what consumers perceive about the CSR efforts of firms is not necessarily exact as what the firms want to convey through their activities [START_REF] Kollmuss | Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?[END_REF]. To put it another way, the favorable responses of consumers (e.g., favorable attitude, purchase intention) that the firms would like to achieve somehow depends on how their consumers, so-called "the beholders", perceive these activities [START_REF] Bianchi | The impact of perceived CSR on corporate reputation and purchase intention[END_REF]. Consumers' perceptions of CSR are substantive, which in turn, depict how responsible a firm is "in their eyes". The perceived CSR in the eyes of consumers then would induce their evaluations afterward (e.g., product quality) [START_REF] Berens | Corporate associations and consumer product responses: The moderating role of corporate brand dominance[END_REF].

With this reality in mind, the influence of CSR on consumers' perceptions may be variable in separated contexts related to different product categories or to specific causes that one may concern [START_REF] Auger | Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions[END_REF]. Specifically, consumers in one particular culture may consider a firm involved in CSR as having already been fulfilled its responsibilities toward society or contributed considerably to solving the environmental issues in the community.

Nevertheless, the similar CSR practices applied in another part of the planet may be considered insufficient, and consumers there may expect more from firms in terms of their engagements in responsible activities. For example, a comparison study about evaluating CSR practices of multination corporations confirmed this. Conducted with young participants (16-24 years old) in the United States and South Korea, the study revealed that those in the US perceived more favorably toward the CSR initiatives of firms than those in South Korea [START_REF] Kim | A comparison of young publics' evaluations of corporate social responsibility practices of multinational corporations in the United States and South Korea[END_REF].

As can be seen, it is apparent that consumer responses to CSR depend on their perceptions toward it. Nevertheless, consumers' reactions may not always be consistent with what they said, even when they consider CSR as an important notion in their identity (Bhattacharya andSen 2004, Palihawadana et al. 2016), as presented in the section following.

No clear-cut responses of consumers toward CSR

Previous researches show that there are controversial perspectives and heterogeneity among the way consumers react to firms' CSR efforts (Bhattacharya andSen 2004, Loussaïef et al. 2014).

After several decades, CSR up-to-now has been considered important among the factors of purchasing decisions [START_REF] Creyer | The influence of firm behavior on purchase intention: do consumers really care about business ethics?[END_REF]. As concluded in the study of US consumers toward CSR, consumers generally show positive attitude and evaluation for firms committing to social responsibilities [START_REF] Mohr | The effects of corporate social responsibility and price on consumer responses[END_REF]. However, consumers do not react to CSR initiatives of firms in the same way. The degree of consumer support to CSR engagement of firms depends on the magnitude of CSR to him or her [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF].

The extent that CSR matters to consumers can be explained by self-congruity theory of [START_REF] Sirgy | Self-congruity: Toward a theory of personality and cybernetics[END_REF] in which the purchasing behavior of a person for a certain brand consists with the matching of that brand to his or her core value or self-image value. That is to say, CSR may not broadly matter to all consumers but will be salient to those who appreciate the socially responsible engagements of corporates and to those who consider CSR is important to their self-esteems. As a result, the choice of supporting to firms who are socially responsible, in turn, enhances the self-image of these consumers [START_REF] Sirgy | Self-congruity: Toward a theory of personality and cybernetics[END_REF][START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF][START_REF] Lindquist | Shopper, buyer, and consumer behavior: Theory, marketing applications and public policy implications[END_REF][START_REF] Shin | Local Food Purchase Behavior of U.S. Consumers: Application of An Extented Theory Of Planned Behavior And Self-Congruity Theory[END_REF][START_REF] Fan | Are vegetarian customers more "green"?[END_REF].

Furthermore, in terms of cross-culture, each nation has its own characteristics, illustrated by the differences in the six-dimensional comparison by [START_REF] Hofstede | Dimensionalizing cultures: The Hofstede model in context[END_REF]. For example, individualism (widely in Western countries) vs. collectivism (widely in Eastern countries), or long-term orientation (e.g., China, Germany, Japan) vs. short-term one (e.g., the US) [START_REF] Hofstede | Dimensionalizing cultures: The Hofstede model in context[END_REF]. As an illustration, previous cross-culture comparison showed that consumers in different countries perceived differently to CSR engagements of firms [START_REF] Maignan | Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison[END_REF][START_REF] Mueller Loose | Impact of corporate social responsibility claims on consumer food choice: A cross-cultural comparison[END_REF][START_REF] Loussaïef | Do CSR actions in retailing really matter for young consumers? A study in France and Norway[END_REF].

Simply put, consumers in some different countries may lean more on several kind of responsibilities than others. In comparison to consumers in the US, consumers in France and Germany (where collectivism is highly appreciated) tend to highly support responsible business in terms of legal and ethical aspects, while consumers in the US have higher appreciation for the economic responsibilities of firms [START_REF] Maignan | Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison[END_REF]. In another study comparing consumer behavior in seven different markets of Europe and North America, the authors pointed out that for a certain type of product (e.g., wine), consumers generally have similar perception in terms of social and environmental responsibilities of firms but are willing to pay more for products/services from firms engaged in environmental activities (Mueller Loose and Remaud 2013).

Based solely ethical aspect of CSR, [START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF] classified consumers into four groups accordingly to their ethical awareness and ethical purchase intention as well as the ethical information claimed by firms. The figure below illustrates these four types: (1) caring and ethical (those who highly aware of ethical issues and response positively to ethical firms),

(2) confused and uncertain (those who would like to shop for ethical firms but not stable), (3) cynical and disinterested (those who purchase based on price, quality, and ethical marketing), and ( 4) oblivious (those do not know much about ethical issues and may or may not like to purchase ethically). However, the characteristics of all types are seemly vague and not distinct to each other, especially between type 2 (confused and uncertain) and type 4 (oblivious).

Besides, it was noticeable that this categorization might emphasize the stability of four consumer types, making it insufficient to explain the changeable tendency in human beings' mindsets. four stages: pre-contemplation, contemplation, action, and maintenance [START_REF] Andreasen | Marketing social change[END_REF][START_REF] Andreasen | Marketing social marketing in the social change marketplace[END_REF]. This model suggests that consumer behaviors toward CSR are diversified based on their CSR perceptions (as in the table below).

Table 1.3. Consumer responses to CSR [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF] Although this may be true, it is still too optimistic to conclude that consumer responses toward CSR will be straightforward and apparent in terms of punishing bad behaviors or rewarding good behaviors of firms as emphasized by [START_REF] Creyer | The influence of firm behavior on purchase intention: do consumers really care about business ethics?[END_REF]. Studies in the beginning of 21 st century imply that the ethical era of consumption has not yet come due to the fact that consumers are still very far from what they say and what they do to support firm engagements in social activities [START_REF] Roberts | Will the real socially responsible consumer please step forward?[END_REF][START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF][START_REF] Maignan | Consumers' perceptions of corporate social responsibilities: A cross-cultural comparison[END_REF] as well as firms' environmental involvements [START_REF] Belk | Consumer ethics across cultures[END_REF][START_REF] Carrington | Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers[END_REF][START_REF] Eckhardt | Why don't consumers consume ethically?[END_REF]). In the cross-cultural study investigating the lack of ethical patterns in consumptions in eight countries of four continents (Germany, Spain, Sweden, Turkey, India, China, Australia, and the US), Eckhardt, Belk et al. (2010) found that consumer perceptions and responses of (ir)responsible firms/products are very divergent. Needless to say, the different cultural aspects (i.e., occidental vs. oriental) may induce consumers to react to CSR very differently, making CSR unable to be one-size-fits-all across continents.

THE ORIENTAL CULTURAL ASPECTS AND ITS IMPACTS ON CSR CONCEPTUALIZATION

The current literature on CSR, however, reveals some drawbacks when referring to the application of CSR on different cultural contexts.

For decades, most of the CSR studies were conducted under the western-centric approaches [START_REF] Birch | Corporate social responsibility in Asia[END_REF], resulting in the universal CSR standards and codes nowadays. Even though these CSR attributions partly align with and may be applicable for other markets [START_REF] Chapple | Corporate social responsibility (CSR) in Asia: A seven-country study of CSR web site reporting[END_REF], CSR may not be well fit across countries but rather highly contextualized and differ across various contexts [START_REF] Vu | Skilful means-a Buddhist approach to social responsibility[END_REF]. Under the impacts of religions, social norms, business practices, socio-economic development, CSR conceptualization might be divergent [START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] Welford | Corporate social responsibility in Europe and Asia: Critical elements and best practice[END_REF][START_REF] Chapple | Corporate social responsibility (CSR) in Asia: A seven-country study of CSR web site reporting[END_REF][START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF][START_REF] Lund-Thomsen | Corporate Social Responsibility in Global Value Chains: Where Are We Now and Where Are We Going?[END_REF][START_REF] Vu | Tensions and struggles in tackling bribery at the firm level: Perspectives from Buddhist-enacted organizational leaders[END_REF].

In 2008, the revision of Carroll's 1991 Pyramid model was suggested by Visser in order to adapt to the perspective of developing countries. Together with economic growth, the legal systems there are inadequately developed. As a result, firms in developing countries are under less pressure than those in developed countries in terms of legal responsibilities. With this in mind, the author introduced the revised model in which the aspect of 'economic responsibilities' is still put on the first level of the CSR pyramid while the aspect of 'philanthropic responsibilities' is set on the second level. Then comes the 'legal responsibilities' and 'ethical responsibilities' correspondingly [START_REF] Visser | Corporate Social Responsibility in Developing countries. The Oxford handbook of corporate social responsibility[END_REF].

Figure 1.7. The original pyramid model of CSR and the revised one for developing countries

Although this revised pyramid model of CSR was designated to developing countries and is not necessarily the same for all oriental countries, it reflects some similar characteristics of oriental countries as well. Besides, many oriental countries are in the stage of emerging economics (e.g., China, Vietnam, Thailand) in which people expect enterprises to contribute to social causes together with the government (May et al. 2007, Ramasamy and[START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF].

The higher expectation toward firms in terms of ethical and philanthropic activities is also among CSR-related values emerging from the inherent characteristics in oriental culture.

Cross-culture studies by [START_REF] Hofstede | Dimensionalizing cultures: The Hofstede model in context[END_REF] indicated the six outstanding cultural dimensions in East Asia, consisting of the high level of power distance, the low level of uncertainty avoidance, the low level of individualism, the moderately low level of masculinity, the long-term orientation, and the low level of indulgence. These aspects are consistent with the inherent cultural values of oriental societies that are strongly influenced by Buddism, Confucianism, collectivism, among other cultural traits, which in turn might shape the business practices as well as the perception of consumption [START_REF] Welford | Corporate social responsibility in Europe and Asia: Critical elements and best practice[END_REF][START_REF] Li | Corporate Social Responsibility in Emerging Markets: The Importance of the Governance Environment[END_REF][START_REF] Lund-Thomsen | Industrial clusters and corporate social responsibility in developing countries: what we know, what we do not know, and what we need to know[END_REF].

Across East Asian countries, Buddhism has strong impacts on daily life and the perception of consumption, emphasizing that material possession is not the proper way leading to ones' life satisfaction but the values of love, tolerance, kindness [START_REF] Daniels | Buddhism and sustainable consumption. Ethical principles and economic transformation-A Buddhist approach[END_REF][START_REF] Thich | A Buddhist approach to consumption[END_REF]. Besides, the Buddhism philosophy relating to "the consequences of karma" and "the responsibility of others' well-beings" might induce corporate leaders to deliver the values such as humanity orientation, benevolence, philanthropic activities [START_REF] Gunasekara | Basic Buddhism: An outline of the Buddha's teaching[END_REF][START_REF] Zsolnai | Ethical Principles and Economic Transformation-A Buddhist Approach[END_REF] as well as the "skillful means" in business practices (referring to the response to contemporary issues with a contextualized and cleverness rather than ubiquitous approach) [START_REF] Vu | Skilful means-a Buddhist approach to social responsibility[END_REF][START_REF] Vu | Trust Issues and Engaged Buddhism: The Triggers for Skillful Managerial Approaches[END_REF].

Moreover, Confucianism, which existed for over 2500 years, has a great influence across East Asia on business operation and shapes particular business traits that are different from the ones in other parts of the world [START_REF] Whelan | Corporate social responsibility in Asia: A Confucian context. The Debate Over Corporate Social Responsibility[END_REF][START_REF] Rozman | The East Asian region: Confucian heritage and its modern adaptation[END_REF]. For instance, Confucian ethics, implying that the firm leaders should be responsible not only for providing jobs for many but also for the well-beings of their employees, are popularly expected among firms in East Asia such as in China (Lu 2009, Yin and[START_REF] Yin | Institutional dynamics and corporate social responsibility (CSR) in an emerging country context: Evidence from China[END_REF], South Korea [START_REF] Chan | The relevance and value of Confucianism in contemporary business ethics[END_REF], or Vietnam [START_REF] Smith | Doing business in Vietnam: A cultural guide[END_REF]. Besides, Confucian values related to the respect to hierarchy, friendship, and the bonds of family play an important role in business practices [START_REF] Tai | The Oriental alternative: An hypothesis on culture and economy. Confucianism economic development: an Oriental alternative[END_REF][START_REF] Rozman | The East Asian region: Confucian heritage and its modern adaptation[END_REF], which in turn result in the dominance of family business in East Asia [START_REF] Sharma | Asian family enterprises and family business research[END_REF], not to mention the perception of making profit in Confucian morality, in which the "righteousness" is considered as "the real profit" and highly appreciated rather than financial profit [START_REF] Chan | A Source Book in Chinese Philosophy[END_REF][START_REF] Chan | The relevance and value of Confucianism in contemporary business ethics[END_REF][START_REF] Liu | The contextualization and de-contextualization of Confucian morality: Making Confucianism relevant to China's contemporary challenges in business ethics[END_REF].

Furthermore, collectivism is also considerably appreciated among East Asia countries.

Contrary to western culture, individualism is not widely encouraged in almost all aspects of the culture there. Also, CSR obligations depend on levels of economic development and local business practices in oriental countries [START_REF] May | The debate over corporate social responsibility[END_REF][START_REF] Whelan | Corporate social responsibility in Asia: A Confucian context. The Debate Over Corporate Social Responsibility[END_REF].

Moreover, the indirect communication culture is popular across Asian countries, relating to the favored manner to express the politeness of communicators, requiring listeners to read between the lines or base on non-verbal cues (e.g., postures, attitudes, tones of voice) to get

to know what exactly they imply (Yum 1988, Kádár and[START_REF] Kádár | Politeness in East Asia[END_REF]. With this in mind, it might be very common for consumers in oriental cultures not to behave straightforward as what they say and think.

In short, these aspects above probably make the conceptualization of CSR in oriental markets different from those in occidental counterpart, leading us to our exploratory study in an oriental country to expand the understandings of consumer perception of CSR.

QUALITATIVE STUDY: HOW IS CSR PERCEIVED IN AN ORIENTAL COUNTRY?

After several decades, studies on CSR in non-western contexts have been relatively stronger;

however, the number of countries observed in empirical studies, especially in East Asia, was relatively small [START_REF] Pisani | How global is international CSR research? Insights and recommendations from a systematic review[END_REF].

Due to the fact that studies on CSR were broadly studied in occidental context but not so numerous in oriental context and how the cultural aspects could create differences in conceptualizing CSR, we therefore investigated our topic in an emerging oriental context (Vietnam), which inherently is different from extant literature of CSR due to their cultural and socio-economic development [START_REF] Hofstede | Dimensionalizing cultures: The Hofstede model in context[END_REF]. Through this study, we aimed to add a new nuance to the CSR palette that has been dominant with studies under the occidental context.

Concretely, this research explored the perceptions and responses of consumers toward CSR in the context of the food sector in Vietnam, employing a qualitative approach with in-depth interviews. More precisely, this work seeks to examine the understanding of CSR concept for consumers in an oriental country, its structure (dimensions), and how different they are from those presented in previous works of western countries.

 Research context (consumers perceiving CSR in Vietnam)

Vietnam is an emerging market in East Asia. Despite being a dynamic part of the worldwide economy, this region has been quite under-researched up to now (Palihawadana et al. 2016, Vo and[START_REF] Vo | Corporate social responsibility in a developing country context: a multidimensional analysis of modern food retail sector in Vietnam[END_REF].

As said before, there may be differences in the conceptualization and effects of CSR in an oriental context compared to occidental one (e.g., [START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF]. Though not very numerous, previous studies indicate that Vietnamese consumers show high concerns about firm engagements in CSR [START_REF] Pham | Corporate social responsibility: A study on awareness of managers and consumers in Vietnam[END_REF][START_REF] Vo | Rewarding the good and penalizing the bad? Consumers' reaction to food retailers' conduct[END_REF]). However, unlike Western consumers, they mostly have not yet played an active role in urging the firms to do business responsibly [START_REF] Huang | Consumers' perception on corporate social responsibility: Evidence from Vietnam[END_REF]. Several empirical studies showed that a part of Vietnamese consumers is likely to stop buying products from irresponsible firms, urge others to do the same as well as give recognition to the responsible firms through the willingness for higher prices. Nevertheless, it takes time for the transmission from attitudes to real actions (Palihawadana et al. 2016, Bui and[START_REF] Bui | The impact of perceived brand globalness on consumers' purchase intention and the moderating role of consumer ethnocentrism: An evidence from Vietnam[END_REF]. However, empirical studies in Vietnamese context were barely numerous enough for generalization.

This leads to our first study based on an exploratory approach, conducted in the context of an oriental country (Vietnam), responding to the call of [START_REF] Pisani | How global is international CSR research? Insights and recommendations from a systematic review[END_REF]. Based on the dimensions of CSR presented in extant research [START_REF] Dahlsrud | How corporate social responsibility is defined: an analysis of 37 definitions[END_REF], we built the interview guides that served for the semi-directive interviews with consumers (see more details in the research design in the following parts).

We chose the food sector to launch our exploratory study on consumer perceptions of CSR for several reasons.

 Globally, CSR studies primarily focus on cross-sections rather than specific industries [START_REF] Aguinis | What We Know and Don't Know About Corporate Social Responsibility[END_REF] and are not very plentiful in food sector, an essential for everyday matter and a sensitive sector because of its direct influence on human health [START_REF] Hartmann | Corporate social responsibility in the food sector[END_REF]. Even though consumers, with their evaluations of firms and products, are the most important audiences of firms' policies, the studies on CSR in food sector under the consumer perspective are not so numerous, especially in oriental contexts. The studies of CSR primarily deal with institutional and corporate level (i.e., CSR corporate strategies, the perspectives of multi-stakeholders) rather than individual level (i.e., how consumers perceive and react to firms' CSR initiatives), making it difficult to reach to a global perspective of CSR [START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] Lund-Thomsen | Corporate Social Responsibility in Global Value Chains: Where Are We Now and Where Are We Going?[END_REF][START_REF] Pisani | How global is international CSR research? Insights and recommendations from a systematic review[END_REF].

 Similarly to other oriental countries [START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF][START_REF] Li | Corporate Social Responsibility in Emerging Markets: The Importance of the Governance Environment[END_REF][START_REF] Tian | Consumer responses to corporate social responsibility (CSR) in China[END_REF][START_REF] Kong | Does corporate social responsibility matter in the food industry? Evidence from a nature experiment in China[END_REF], the issues of product quality and safety are still the main concerns in Vietnam. For instance, consumer attitudes appear to be strongly pessimistic toward the issues of food quality and food safety such as chemical residues [START_REF] Figuié | Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam[END_REF]Moustier 2009, Mergenthaler et al. 2009), foodborne illnesses5 , bacterial contamination and other serious issues of food quality6 have pushed consumers to reconsider the requirement to firms in food sector for more responsible engagement [START_REF] Palihawadana | Effects of ethical ideologies and perceptions of CSR on consumer behavior[END_REF] as well as the expectations toward the consumer associations for more enforcement [START_REF] Figuié | Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam[END_REF].

 Furthermore, not only more sensitive to irresponsible than responsible actions of firms, a previous study argued that Vietnamese consumers tend to punish firms' irresponsible activities relating to "food quality and safety" and show their reward for firms' good actions relating to "environmental, social and ethical" responsibilities [START_REF] Vo | Rewarding the good and penalizing the bad? Consumers' reaction to food retailers' conduct[END_REF]. Besides the issues of food quality and safety, firms are also required to behave in a socially responsible way regarding the environmental issues, employee welfare, and other social concerns as indicated by previous studies in Asian countries [START_REF] Visser | Corporate responsibility in a developing country context[END_REF][START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] Welford | Corporate social responsibility in Europe and Asia: Critical elements and best practice[END_REF] Through this study, we highlighted the oriental cultural aspects that possibly create the variance in CSR conceptualization, contributing for a generalized CSR concept globally.

Concretely, we carried out a qualitative study, employing in-depth interviews to explore the perceptions and responses of consumers toward CSR in Vietnamese food sector, which is related to the daily essentials, and also considered as a sensitive sector because of its direct influence on health. In addition, we sought to define the dimensions of CSR that are important to consumers in an oriental context as well as to suggest a generalized typology of oriental consumers based on their perceptions of CSR.

The details of this qualitative study together with research design and findings will be presented in the following chapter.

Chapter 8|General discussion

CONSUMER PERCEPTIONS OF CSR IN VIETNAM

In this chapter, we firstly present the research design of our exploratory study based on indepth interviews (section 2.1) and the data collection and coding procedure (section 2.2).

Then the findings are presented with the interpretation of consumers' perceptions of CSR in Vietnam and the relevant importance of five CSR dimensions to consumers (section 2.3). In the discussion afterwards (section 2.4), based on the consumer insights, we also propose a typology of consumers regarding their perceptions toward CSR and their corresponding behaviors in the past. Besides, we shed light on the differences between our typology and the previous categorizations. The attitude-behavior gap of consumers is also mentioned as a part of this study. The summary section is presented in the end, capturing all the main points of the chapter.

RESEARCH DESIGN

In this section, we present the process of designing interview guide, the procedures of conducting interviews, the sampling technique used as well as ethical considerations.

 The process of designing interview guide:

We designed the interview guide for interviews face to face with Vietnamese consumers, firstly in English, then translated into Vietnamese in consideration of usage as much as possible of daily speaking words and expressions. Five pilot interviews were conducted in two months, November and December of 2018 to get the half-finalized version of the interview guide. Then, it was updated on-the-go on the field trip to reach the highest effectiveness without changing the direction of the study. The pilot interviews were kept as qualified samples of this qualitative research.

The interview guide was based on the semi-structured technique which previously prepare some essential structures that aligned with planed research purpose while letting participants to freely go on further particular themes by their own words and allowing the interviewer to give some probing phrases when needed. All the questions were open-ended to avoid any preset ideas [START_REF] Belk | Handbook of qualitative research methods in marketing[END_REF].

The process of the interview went from general to more particular questions (Öberseder et al. 2011) firstly to draw initial feelings about CSR. In order to draw as much as possible information to get a deeper understanding of the participants and their responses, the interview guide employed follow-up questions which were designed in a manner that could explore partly or all the facets of the discussed issues including experience/behavior, opinions/values, feelings, sensory impressions, knowledge, and demographic data [START_REF] Patton | Qualitative evaluation checklist[END_REF].

Other techniques were employed in the interviews include using 'mirror technique' in which the interviewer verified the unclear responses or dig deeper the ideas raised by informants by asking for confirmation of the informants' responses; avoiding leading questions with the answers were already installed in the questions; as well as using neutral questions without any preset attitude of the interviewers [START_REF] Taylor | Introduction to qualitative research methods: A guidebook and resource[END_REF]) (see the detailed interview guide and the translated version in the appendices).

 Procedures of conducting interviews:

In order to draw initial feelings about CSR among respondents, at the beginning, the researcher did not reveal the specific subject of the study or mention the term 'corporate social responsibility'. The interviews went from general questions such as consumers' habits of buying products/services and their opinions about responsibilities of firms to specific questions toward firm responsibilities in food sector, following the flow of responses. Through this process, respondents gradually revealed their own definitions of CSR (Öberseder et al. 2011).

Applying [START_REF] Mack | Qualitative research methods: a data collectors field guide[END_REF] approach, we captured the responses of interview through audio recording and hand-writing field notes. Basic information of the interview included ID of respondent, time and date of the interview, demographic information (name, age/approximate birth year, occupation, etc.), and personal information. Right after the interview, the researcher took time to finish the field notes by recapturing the feelings, attitude of participants; feelings of researchers; highlight information; and possible key points to improve for next interview.

 Sampling technique:

The study firstly employed convenient samplings. During the data collection, we caught the opportunity to enlarge the sample size as much as possible until reaching the point of saturation [START_REF] Mack | Qualitative research methods: a data collectors field guide[END_REF][START_REF] Öberseder | Why don't consumers care about CSR?": A qualitative study exploring the role of CSR in consumption decisions[END_REF][START_REF] Taylor | Introduction to qualitative research methods: A guidebook and resource[END_REF]. Afterwards, the study employed snowball sampling technique in which majority of participants are introduced by the previous ones [START_REF] Ritchie | Qualitative research practice: A guide for social science students and researchers[END_REF][START_REF] Taylor | Introduction to qualitative research methods: A guidebook and resource[END_REF]. Besides, the snowball sampling method proves itself practical and less time-consuming [START_REF] Ritchie | Qualitative research practice: A guide for social science students and researchers[END_REF][START_REF] Mceachern | Corporate citizenship and its impact upon consumer moralisation, decision-making and choice[END_REF].

In reality, this method did help to minimize the rejection rate that the researchers might have to deal with other method of approaching. The initial sample size that we aimed to reach was about 20 participants with different age groups and diverse occupations.

 Ethical considerations

A number of ethical considerations to protect the privacy of informants, for example, anonymity, in which the real name and exact identity of participants were not revealed [START_REF] Mceachern | Corporate citizenship and its impact upon consumer moralisation, decision-making and choice[END_REF]. Before the in-depth interviews, we applied the consent form following the instructions of Richie et al. (2003) and Mark et al. (2005), in which all participants should agree to join in the study either by verbal or by written. Also, they are informed that the interviews were recorded under their permissions.

DATA COLLECTION AND CODING PROCEDURE

The initial sample size that we aimed to reach was around 20 participants with varied age groups and diverse professions. At the end, totally 21 participants were recruited with 19/21 face-to-face interviews and 2/21 interviews via video calls. These interviews were conducted with consumers in three different regions of Vietnam (Hochiminh City, Dalat, and Phu Yen).

Their ages range from 19 to 59 years old, and their professions are diversified consisting student, university lecturer, architect, marketing executive, human resource executive, law executive, accountant, auditor, quality control manager, sale manager, farmer, housewife, and policeman. The average duration of each interview was 43 minutes. Each interviews took around 5 hours of transcribing, resulting in totally 210 pages of transcripts (see the samples of transcripts in Appendices).

Coding process

Coding scheme was established according to both applicable theoretical elements and participants' responses from in-depth interviews [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF]. Keeping ongoing analysis of data, we started to code and analyze data right after the first interviews to make sure having the good quality of interpretation from the beginning [START_REF] Rallis | The research journey: Introduction to inquiry[END_REF]Rossman 2012, Taylor et al. 2015) with quick glimpses for the ideas and patterns emerging from qualitative collected data [START_REF] Ritchie | Qualitative research practice: A guide for social science students and researchers[END_REF].

The coding process was carried out with NVivo software which allows the frequent phrases and ideas to be grouped into themes and sub-themes. Through that procedure, the considerable themes rise up and the pattern are revealed [START_REF] Mack | Qualitative research methods: a data collectors field guide[END_REF].

Cross-researcher reliability [START_REF] Perreault | Reliability of nominal data based on qualitative judgments[END_REF][START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF], Hair Jr et al. 2017) was implemented on three samples (CON01_Duong, CON04_Luu, and CON21_Le Trang) in order to see the similarity between two coders. Coding separately, they got more than 70 % of consensus of coding into accordingly themes. Concerning the parts that the coders did not arrive in the same way, they were discussed and recoded to get the final agreements on the main themes.

The coding techniques employed in the study were both axial coding and selective coding. The former technique allows the qualitative data to be firstly coded into themes emerging up from the responses of informants. This coding process also allows to form the initiative constructs.

The latter technique involves in building the storyline around the main themes of the study (Hair Jr et al. 2017). In our research, the two main themes consisted perception of corporate social responsibility and behaviors of consumers.

During the coding process, themes and sub-themes were designed and collapsed consecutively [START_REF] Ritchie | Qualitative research practice: A guide for social science students and researchers[END_REF][START_REF] Mack | Qualitative research methods: a data collectors field guide[END_REF][START_REF] Taylor | Introduction to qualitative research methods: A guidebook and resource[END_REF], Hair Jr et al. 2017) when we went back-and-forth on the coding journey for reviewing and refining the themes and subthemes. We classified consumer responses according to themes, respecting MECE principle method (mutually exclusive and collectively exhaustive) [START_REF] Minto | The pyramid principle: logic in writing, thinking, and problem solving[END_REF].

As an illustration, we coded consumers' attitudes toward CSR from extremely negative to extremely positive. Specifically, the attitudes were identified as extremely positive when respondents express their fascinations, gave much of hope and smiles when referring to CSR involvements of firms. The positive attitudes were categorized when respondents revealed their beliefs that good outcomes would happen, their tolerance and understanding for the firms' challenges when engaging in CSR practices. Next, consumers' attitudes were considered neutral if respondents gave no strong emotions and feelings to the critical issues of CSR that were raised during the conversation. Besides, neutrality was also attributed when respondents did not reveal neither favorable sentiment toward responsible firms nor unfavorable sentiment toward irresponsible firms. In addition, the negative attitude was defined once respondents showed angry and sad sentiments and/or raised their voice tone.

In cases that respondents swore or gave their contempt, disregard or smiles transmitting their sorrowful or mocking implications, the attitude was classified as extremely negative.

At the end of the coding process, the total themes and sub-themes remain 6 main themes, 24 subthemes of level 1, and 23 subthemes of level 2, as presented in the table below.

FINDINGS

The data analysis of the interviews resulted in the emergence of CSR concept from the viewpoint of Vietnamese respondents and the perceived CSR dimensions, covering five aspects of responsibilities of firms that were substantive to them.

Consumer perceptions of CSR

Below, we highlight the general consumer perceptions of CSR in Vietnam, partly influenced by the philosophy of Buddhism; their attitudes toward (ir)responsible firms; and the most considerable concern of consumers when referring firm responsibilities in food sector: product quality.

 General perception of CSR and the influence of Buddhist philosophy

CSR is not a term inherently existing in daily using vocabularies of majority of the Vietnamese, which is consistent to previous studies in both occidental and oriental countries [START_REF] Blowfield | Setting new agendas: critical perspectives on Corporate Social Responsibility in the developing world[END_REF][START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF][START_REF] Hartmann | Consumers' awareness of CSR in the German pork industry[END_REF].

It is usually labelled as academic or business term or considered a new concept [START_REF] Ramasamy | Chinese consumers' perception of corporate social responsibility (CSR)[END_REF]. However, the in-depth interviews revealed that Vietnamese consumers are familiar with some equivalent phrases such as 'làm ăn có tâm' (heart-centered business), 'đạo đức trong kinh doanh' (ethical in doing business), or 'doanh nghiệp làm lợi cho cộng đồng' (firms doing good for community) which have been naturally and inherently corresponding with ethical values of Buddhism in East Asian societies (Hill 2007, Kim and[START_REF] Kim | Dynamics of corporate social responsibility in Asia: Knowledge and norms[END_REF].

Dominating the daily lives of Vietnamese people, the 'law of cause and effect' in Buddhism, or 'consequence of karma', is broadly understood that the totality of all good/bad actions of a person would lead to the consequences that person would have to face in the future.

Besides, each individual is expected to take responsibility for the ethical judgements of the society. Not separated from daily life, these philosophies also influenced on the conceptualization of ethics in doing business (Zsolnai 2011, Kim and[START_REF] Kim | Dynamics of corporate social responsibility in Asia: Knowledge and norms[END_REF]. It therefore influences on how consumers foster responsible firms and refuse irresponsible firms, as indicated by two respondents:

"If they sell food with bad quality for their profits, I feel they are not ethical and will bear the consequences of karma This tendency is consistent with the findings in previous studies suggesting that Vietnamese consumers hold a more sensitive mindset toward CSR in terms of negative bias [START_REF] Palihawadana | Effects of ethical ideologies and perceptions of CSR on consumer behavior[END_REF][START_REF] Vo | Rewarding the good and penalizing the bad? Consumers' reaction to food retailers' conduct[END_REF]. It is reasonable that in recent years, many issues related to unethical firms in food sector induced consumers to lose their confidence toward the industry [START_REF] Figuié | Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam[END_REF]Moustier 2009, Vo et al. 2018). In comparing to the study of [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF], this propensity of Vietnamese consumers is contrasted with US consumers who lean more on positive attitude and almost expressed no extreme negative attitude toward CSR-related matters.

 Product quality: the most considerable concern of Vietnamese consumers

More than price, the issue of product quality and food safety is put in the spotlight of Vietnamese consumers' concerns. For western markets, this issue is considered quite important among other CSR aspects [START_REF] Ursin | Think global, buy national: CSR, cooperatives and consumer concerns in the Norwegian food value chain[END_REF]. However, in the context of oriental countries like China (e.g., [START_REF] Kong | Does corporate social responsibility matter in the food industry? Evidence from a nature experiment in China[END_REF] and Vietnam (e.g., H. [START_REF] Vo | Corporate social responsibility in a developing country context: a multidimensional analysis of modern food retail sector in Vietnam[END_REF], firm responsibilities related to food safety (or quality of food) are much more critical and have become a dominant issue that concerns consumers. This matter is strongly confirmed through our qualitative study.

Consumer evaluations of product quality

When asked about social responsibilities of firms, many consumers respond unhesitatingly either the associations to products (e.g., quality, price, suitability) or the way the firms behave in cases of incidents. In the last decade, Vietnamese consumers are more sensitive to the excessive usage of pesticide and chemicals as well as the unsafe process of manufacturing in food industry. There have been so many cases of foodborne illnesses due to unqualified food products [START_REF] Figuié | Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam[END_REF]Moustier 2009, Mergenthaler et al. 2009) Through verbatims, almost all respondents mentioned the so-called "clean food" (thực phẩm sạch). The meaning behind the word "clean" is not related to "clean eating" (i.e., an eating diet in healthy way) but literally was to indicate "safe, qualified, and proper" food products. Some mentioned the negative words such as "dirty food" (thực phẩm bẩn) or "contaminated food" to express the contrary meanings. "Clean food" is essential to consumers, and they expect that the products available on the food markets should meet the basic standards of safety, whether applied to organic food or conventional ones.

Besides, brand name is perceived as a guarantee for quality and credibility. This insight is consistent with a previous study in food sector, implying that brand is considered as a good sign of quality in consumer minds [START_REF] Vraneševic | The effect of the brand on perceived quality of food products[END_REF]. In this case, when the information is confused, consumers are inclined to base on word of mouth transmitted within their network of friends, family members or acquaintances rather than the information diffused by firms themselves or by traditional media. There is even the tendency of purchasing though social media such as Zalo 8 or Facebook, which gives them the feelings of confidence and familiarity, as expressed by the respondents below:

"
"On social media or even through word of mouth, if I see that Ms. X or Ms. B produce very good fish sauce, based on no verification but the feeling of trust, I will possibly buy it. It seems that we try to seek for credibility from somewhere else because the firms already drop their credit. We have no choice but find small firms that they can trust. My friends trust, so do I." (CON01_Duong)

"My family chooses to buy food at familiar providers because we think that these sources of vegetable, meat and fish may be safe and clean rather than other places we don't know." (CON05_Phuong Anh)

Besides, witnessing many firms performing irresponsibly in recent years gradually pushes consumers to the point that they might not trust firms either. However, some informants indicated that they chose to trust on the firms engaging in CSR activities as they have no better choices. A respondent expressed that, "It is really a hard step for the firms who chose that irresponsible directions.

They play with the credibility of consumers [...]. It is difficult work to build a

belief that they are providing safe, clean products. At the moment, you can confirm those products are qualified to be called 'clean'. After a while, there would be some evidences showing the opposite. As a result, the fragile belief among us is collapsed [...]. However, a failed pioneer is still better than nothing.

So, the path is challenging, but if there are firms going that way, I will bet again." (CON11_Thoa)

The willingness for higher price

To all respondents, talking about food is talking about health. Even though price is inherently an important factor in buying decision process, higher price is somehow acceptable, supposing that higher price is a sign to indicate higher quality. This insight is in line with the argument of [START_REF] Loussaïef | Do CSR actions in retailing really matter for young consumers? A study in France and Norway[END_REF] that consumers in food sector accept that CSR-related products are corresponding to higher price. Besides, the crisis of credibility in the market and the overspill of unsafe food are among the reasons for this acceptance in Vietnam. Many consumers indicate that they try to buy even if the price is over their affordability, especially when buying for their children. Others indicate that the price should not be too high. When asked, several informants give a clue that "too high price" is equal to 10 times of the conventional prices. Others expect that product price should be equivalent to product value and accessible to the majority with acceptable level of quality.

"Regarding to food, I do not judge. It is an essential product category. I will base on price to buy. Usually, I prefer those at higher price. Yes, they are expensive, but I can handle to pay. I look on price because in the Vietnamese market, there is not much verification to make sure of the quality. So, the price is the most accessible sign." (CON04_Luu)

The adoption of organic products

It is similar to the tendency in the US where consumers partially switch to organic products because of the anxiety over the influence of food industry on the environment [START_REF] Maloni | Corporate social responsibility in the supply chain: an application in the food industry[END_REF]. A part of Vietnamese consumers, due to the health concerns resulting from food manufacturing process, gradually pay more attention to organic food through increasing the proportion of organic food to their weekly purchases. The other parts, especially in downtown, begin to grow vegetables themselves for their family usage as a temporary solution, facing the too high price of organic products on the market. The reason is explained that many Vietnamese people are familiar with vegetable cultivation because of their families' occupations, which is a unique trait of an agricultural country like Vietnam.

The other reason is that they did not trust the products on the market to be properly organic. Through verbatims, all of the respondents reveal that they either grow vegetables themselves or have at least a friend/family member cultivating vegetables. In a nutshell, a firm showing responsibilities in terms of product quality would be highly appreciated by consumers, even though it has not fulfilled the responsibilities on the other aspects such as the ones for society, environment, or their employees.

Perceived dimensions of CSR

The perception of Vietnamese consumers encompasses the responsibilities of firms on five aspects: responsibilities to consumers, to environment, to society, to employees, and to firm itself.

 Responsibilities to consumers

When asked, most of the respondents consider "responsibility to consumers" as the most importance dimension of CSR. All of the respondents mention this aspect directly or indirectly.

Information transparency is essential

Firstly, Vietnamese consumers suppose that transparency is essential, in line with consumer expectation in an empirical study in Norway [START_REF] Ursin | Think global, buy national: CSR, cooperatives and consumer concerns in the Norwegian food value chain[END_REF]. Specifically, Vietnamese consumers expect firms to be transparent in quality, labelling, product information or manufacturing process. In other words, firms should sell exactly as what they say and should not exaggerate the information. Cheating is not tolerated. Some respondents indicated that in other sectors, a mistake might be forgiven, but in food sector, it is definitely not, suggesting that Vietnamese consumers are more sensitive in food sector than others, as expressed by an informant:

"Now alternative options are available. In other sectors, consumers may skip the mistakes, but it doesn't work like that in food sector. It is difficult to forgive when we have to pay for harmful products." (CON21_Trang)

Additionally, firms are supposed to be transparent in product origin and ingredients. In our study, it is noticeable that Vietnamese consumers preferred imported products of western countries and of some Asia countries (e.g., Japan, South Korea, Thailand). However, there are a consensus that Chinese products are hardly considered to have good quality. There is an existing prejudice toward any Chinese-text products, implying that the products from Chinese related territories including Taiwan and Hong Kong are treated as Chinese origin.

This mindset could be explained by country-of-origin effects (Schooler 1965, Verlegh and[START_REF] Verlegh | A review and meta-analysis of country-of-origin research[END_REF]) that consumers are usually subject to nationality's affection bias when encountering a certain product. In other words, they might be influenced by the image of the origin country, which in turn forms the perceived product quality and other associations. Given the choice between Vietnamese products and Chinese ones, consumers prefer the domestic ones, as mentioned by a respondent:

"Those who are affordable are willing to buy products by foreign firms [...]. First choice comes with products from US, EU, or Australia. And the products come from Thailand, a country close to Vietnam, I will choose them even though the price can be a little bit higher." (CON08_Tan)

"In Vietnam, what we concern is to avoid buying Chinese products regardless of their competitive price." (CON03_Xuan)

Moreover, some consumers insist that the information introduced in the food advertisements must be ethical and scientifically appropriate. They indicate that consumers are not supposed to master scientific knowledge. Besides, they believe that firms in food sector might have great impacts on changing eating habits of consumers. With this in mind, they suppose that firms must take the responsibilities of showing proper product information, both good and bad side of them, especially for products of fastfood and soft drinks, which are controversial and have negative influence on health. In the long term, firms are supposed to provide products that are safe and good for health.

However, while stakeholders usually demand more CSR disclosure of firms [START_REF] Blumenthal | Brand councils that care: Towards the convergence of branding and corporate social responsibility[END_REF], for example, consumers in food sectors of France and Norway [START_REF] Loussaïef | Do CSR actions in retailing really matter for young consumers? A study in France and Norway[END_REF][START_REF] Ursin | Think global, buy national: CSR, cooperatives and consumer concerns in the Norwegian food value chain[END_REF], a part of Vietnamese consumers indicate that too much information makes them confused. In case there is overwhelming information diffused by firms, through media or social media networks, consumers who are unable to judge the accuracy of information would tend to 'close their eyes' and 'cover their ears'. As a result, the overflowing volume of information, both right and wrong, might contribute little difference in their purchasing behavior. It is correspondingly with the mindset of UK consumers in the beginning of 21 st century that when giving more information of firms' CSR activities, consumers might make little changes in their purchasing decision [START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF][START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF][START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF]. This is to say, in case that information is adequate, 'no news is good news', indicating that the firms are operated responsibly [START_REF] Mohr | The effects of corporate social responsibility and price on consumer responses[END_REF]. The respondents below express this insight through their sharing:

Customer complaint management and feedback handling

Equally important, Vietnamese consumers expect firms to be responsible in customer complaint management. There are many negative attitudes around the point of receiving and responding to consumer feedback. To some extent, the responses of firms in Vietnam are unreasonable and therefore make them hesitate to give feedback.

"Perhaps, giving feedback may be complicated and consumers hesitate to do it for firms to modify their technologies. They are afraid of being imposed upon some unclear motives." (CON11_Thoa)

"I think that firm [a Vietnamese beverage firm whose product is caught with an insect inside] behaved improperly. Any product can be faulty, but the way the firm behaves is more important. [...] In this case, that firm counterclaimed against the consumer [...]" (CON15_Phuong)

In addition, some respondents also reveal that consumers appreciate the responsible firms who actively seek for consumer reviews and do not hesitate to listen to their feedback. The finding is in agreement with [START_REF] Halstead | Consumer attitudes toward complaining and the prediction of multiple complaint responses[END_REF] that firms' responsible complaint treatment could bring back positive evaluations as well as repurchase intention of consumers [START_REF] Halstead | Consumer attitudes toward complaining and the prediction of multiple complaint responses[END_REF]. As a consumer says, "Giving feedback is also to protect our benefits. It is our favorite products, so why don't we tell them when there is any technical problem of product? I do not do it for a compensation. I never receive any compensation because I do not want misleading thoughts of my purpose. In my opinion, I want them to improve their process for better quality control. And they have to show me the evidence that they have already done it." (CON11_Thoa)

Furthermore, many consumers raise the issue of credibility toward public agencies who are in charge of protecting consumers. Most of the respondents indicate that consumers are not protected, that their voices are not heard, and that consumers themselves have to be active in digging the information about firms for their good sake.

"The unqualified products overspread on the market without proper control of public agencies. That makes us angry. We pay tax but no one protects us."

(CON15_Phuong)
"In Vietnam, the firms can bribe the relevant authorities, so the issues are not resolved completely." (CON02_Uyen)

 Responsibilities to environment

Consumers believe that a firm is considered responsible to environment only when they could balance between their economic effectiveness and the usage of natural resources.

Responsibilities to environment include: investing in proper waste treatment systems;

ensuring living environment of the neighborhoods where firms were locating; creating and fostering environment-friendly products; offering recycled packages and involving consumers in recycling; saving natural resources; reducing global warming by planting more trees in the neighborhoods; to name but a few. Some respondents express their opinions as follows:

"The waste during their manufacturing process can be harmful for the environment, creating pollution. Nowadays, there is the issue of global warming as well, which is very headache for the whole world. The enterprises should be partly responsible for this." (CON14_Tho)

"They must use the recyclable materials." (CON03_Xuan)

Furthermore, positive consumer responses lie in firms' creative ecological activities taking place in recent years. For example, there are supermarkets and fresh food SMEs pioneered in using banana leaves to wrap vegetable; giving fabric tea holders and fabric bags; serving grass/rice flour/stainless steel straw; reducing plastic usage; cleaning up public spaces; etc.

To them, firms are expected to contribute to a more sustainable way of consumption, not just use up all natural resources, as mentioned by the informants below:

"Fruits and vegetable are before covered by plastic wraps now bundled by banana leaves. We can get a discount when bringing our own cups at drink "I also hope that food enterprises will be heart-centered and care for environment. Some may think that one single firm creates no harm. But it's yes indeed. We all stay here on earth, go nowhere, so it [the consequence] will come

shops […] Now,

back to you." (CON07_Binh)  Responsibilities to society

There is a similar perceptions of Vietnamese consumers to previous studies under western perspectives, covering plentiful of activities that firms should perform, for instance, paying tax, contributing to solve social causes of the neighborhoods, or improving the living conditions of community [START_REF] Dahlsrud | How corporate social responsibility is defined: an analysis of 37 definitions[END_REF]. The bigger the scope of firms are, the more their responsibilities they should take. This mindset of consumers is also consistent with previous findings that there is a corresponding between the scope of firms and the breath of CSR involvements that firms are expected to handle [START_REF] Li | Corporate Social Responsibility in Emerging Markets: The Importance of the Governance Environment[END_REF].

"A firm will be associated to many responsibilities between them and the neighborhoods where they are located […] The more influential they are; the bigger responsibilities they should have." (CON01_Duong)

In addition, firms are supposed to create the so-called positive spillover effect through their social responsibilities. In food sector, firms should be in charge of leveraging the longevity of Vietnamese or creating healthy eating manners among their consumers, especially the young generations, as expressed by respondents below:

"The most important of these activities are to change the mindset of people around us in a positive way. It will create a spillover effect that make people realize their responsibilities too." (CON21_Le Trang)

"And young generation now begins to consider this issue [eating manner].

Whatever you eat impact you for the whole lifetime." ( CON07_Binh)

"Social responsibilities are not just philanthropic activities but also to enhance community health [...] and to improve the longevity of people. It is the kind of social responsibilities that food and beverage firms should take." (CON08_Tan)

 Responsibilities to employees

To consumers, firms are supposed to express their kindness toward their employees as well. This aspect of responsibilities is defined as ensuring proper welfares, keeping a fair treatment among employees, creating good working environment, and so on. Needless to say, respondents believe that when firms fulfill these responsibilities, they are able to attract employees with higher working performance; to get higher staying time among their staffs; and to earn loyalty and commitment of consumers as well.

"Carrying out such activities for employees brings value to firms. When they connect their staffs together, the stay time of employees may increase." (CON11_Thoa)

"Firms need to take care of their employees and treat them well in order that their staffs will be loyal to them and work more efficiently […] Sometimes, I keep working at a firm even though the salary is not such high because I feel respected and comfortable." (CON04_Luu)

Nevertheless, many respondents concern that not all firms in Vietnam care enough for these responsibilities. It is so popular that firms pay low salaries, give quite minimum welfares while requiring their employees to work more hours than written on contract.

"The first importance is fairly income for their employees. Second, the firms should follow the Labor Law adequately […] I hope that the payment for workers will be higher in the near future." (CON18_Viet-Anh)

Notably, in the qualitative study about CSR under multi-stakeholders' perspective in Vietnam, the authors indicate that Vietnamese consumers barely consider "responsibilities to employees" among social responsibilities of firms [START_REF] Vo | Corporate social responsibility in a developing country context: a multidimensional analysis of modern food retail sector in Vietnam[END_REF]. Different from the findings above, in our study conducted after a few years, we found that "responsibilities to employees" plays a more important role when all informants mention it directly in their expressions when referring their expectations toward firms. Needless to say, in consumer mindsets, "responsibilities to employees" gradually become an essential dimension in their own CSR understandings.

 Responsibilities to the firm itself

In contrast to some other Asian business cultures (e.g., in South Korea and the Philippines)

where economic-related notions are not considered as a dimension of CSR (Lorenzo-Molo 2009, [START_REF] Kim | Dynamics of corporate social responsibility in Asia: Knowledge and norms[END_REF], Vietnamese consumers generally appreciate the responsibilities to firms itself, reflecting in the engagement in CSR even for profit purposes.

Making profit paves the way for further social contributions

Generally, consumers expect the firms to have CSR-related activities written in firm strategies. Because to them, there is nothing wrong when a firm firstly focus on making profits, which ensures the long-term operative capacity of the firm itself. This is consistent with the suggestions of [START_REF] Visser | Corporate Social Responsibility in Developing countries. The Oxford handbook of corporate social responsibility[END_REF] that in developing countries, economic achievement is among top priorities, paving the way for further social contributions of the firms. Many respondents believe that it would not make sense for a firm who focuses too much on philanthropy or other social activities beyond their capacities, then have to drop the responsibilities to itself and go bankruptcy.

"

Making profit together with undertaking social responsibilities

Although to most of consumers, it is reasonable for a firm to put profit-earning in their higher priority, but it does not mean that making profit could occupy the whole proportion of firm responsibilities. Consumers are tolerant for the firms in the beginning stages of operations or during economic crisis, when they are unable to pay attention to social responsibilities. However, when they operate stably for a while, they are supposed to care for other social responsibilities namely toward environment, society, and employees.

"If they do for their own profit while keeping good quality of product, I don't judge them badly. But if they can balance both sides, revenues and community's benefit, I appreciate that." (CON09_Son)

Furthermore, many of respondents imply that socially responsible behaviors of firms help to create the sense of affection from the public. Put in another way, performing responsible activities for the society is also serving the firm itself. With this in mind, the firms could build better image in the eye of consumers. Some consumers explain that deep inside human exists the kindness, and therefore ethical activities are encouraged with any cost. Simply put, consumers would pay good attention to socially responsible firms, which might result in purchase preferences for those firms in the near future, as expressed in the verbatims below:

"Even rich firms are not compulsory to do philanthropy. Bu if they can balance over this, they can create great image and get affection from

people." (CON17_Duyen)

In a nutshell, Vietnamese consumers appreciate five dimensions of CSR, covering the responsibilities (1) to consumers; (2) to environment; (3) to society; (4) to employees; and (5) to firm itself. These insights under consumer viewpoints are close to the Quadruple Bottom Line model under the viewpoint of enterprises, developed from Triple Bottom Line [START_REF] Elkington | Partnerships from cannibals with forks: The triple bottom line of 21st-century business[END_REF], in that the economic aspect is considered as equally important in four main pillars of firm responsibilities (i.e., social, environmental, economic, and future-oriented domains) [START_REF] Elkington | Enter the triple bottom line. The Triple Bottom Line[END_REF]. To be noticed in Quadruple Bottom Line model, the responsibilities to employees are arranged under the umbrella of social domain. For an emerging country context like Vietnam, when asked about the order of those responsibilities, most of the consumers indicate that the most important aspect is responsibilities to consumers. However, depending on the stages of operation, the order might be modified to be reasonable to firm capacity in fulfilling these responsibilities while maintaining very well in their main operations.

Simply put, Vietnamese consumers impose no fixed order for those five dimensions. The responsibilities should be undertaken corresponding to firm strategies and the consumer requirements.

DISCUSSION

Based on the consumers' insights toward CSR, we proposed a consumer typology reflecting their perceptions and past reactions toward CSR in the context of an oriental market. Besides, we clarified how different this typology was when comparing to the ones under western perspectives in the UK and the US.

5-Persona: Consumer typology in the oriental context

According to the Theory of Reasoned Action by [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF], behavioral intentions and then actual behaviors of a person arise from his/her systems of beliefs, evaluations, motivations, attitudes, and subjective norms [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF][START_REF] Sheppard | The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research[END_REF][START_REF] Davis | User acceptance of computer technology: a comparison of two theoretical models[END_REF]. To put in this light, the perceptions of consumers in oriental countries would be aligned with the beliefs and social norms inherently existing in the society, which in turn might form their perceptions different from those in occidental countries. Based on the main themes revealing consumer insights of CSR in the oriental context, we proposed the typology of consumers that reflects their perceptions of CSR as well as their responses toward socially (ir)responsible firms. Through this typology, we suggest that a certain behavior/response of a consumer (e.g., product evaluations, purchase decisions, recommendation intentions, favorable or unfavorable attitudes toward firms) might be corresponding to his/her perceptions toward CSR. Simply put, the categorization is illustrated In other words, they neither appreciate CSR-related involvements of firms nor have steady CSR obligations themselves to guide their decisions. Many of them possibly have lowincome, as a respondent's viewpoint:

"In Vietnam, the majority of people are not rich. How could they set their mind for that? Firms with inexpensive products are welcomed." (CON03_Xuan)

Their behaviors might probably reflect the naïve understanding of CSR, and in case they express some supports toward socially responsible firms (e.g., buying green products), the reasons behind might be related to the basic factors (e.g., good price, promotions, product quality, special occasions, or convenient buying locations). Some informants do not hesitate to share that they bought some products just because of good price; and if the price and the quality are both good, they would barely care if the firms employ child labors or is involved in experiments with animals, as revealed by a respondent:

"Between two packages of vegetables, I choose the fresher and more nicelooking. If they look the same, and the price is equal, I choose the one from more renown firm. [...] I am practical, so I choose lower-price package".

(CON01_Duong)

Furthermore, they may never notice or think about the concept of CSR, mostly would not likely care much about the environmental or social issues. Many of them might believe that these big issues should be in charge by others and are not their main concerns. The respondents below share this stand through their verbatims:

"When I told my mother to quit using plastics because they are harmful for Last but not least, they barely perceive or admit that social responsibilities should be in charge by firms. In other words, to them, firm responsibilities are mainly profit-making, not solving social causes or environmental issues.

"Actually, the nature of business is profit-earning regardless of how the business operations." (CON21_Le Trang)

 Type 2 -The Inconsistent

This type of consumers is illustrated by the lower right quarter of the graph above. Different from The Basic, consumers in this category might form some certain extent of CSR perceptions and have their own definitions of how ethical and responsible a firm should be. However, they would not respond as if these are their own values. By the same token, their behaviors are not likely straightforward as the words they say, and clearly incompatible with their perceptions. The contradiction between their behaviors and perceptions forms their inconsistency among them.

"We may want to contribute to society through our purchases, but spending a penny should be considerable […] There are firms treating their employees really well, and their products reach the good social standard. However, the way we spend money is mainly based on our affordability, not on the things above."

(CON01_Duong)
Consumers in this category have some supports for firms with CSR activities but passively.

Those activities of firms are mostly in promotion programs, and the price must be competitive. When offered other products involving no CSR activities but having better prices, they do not hesitate to switch brands. Some believe that "wise consumption" is likely to be practical and put themselves on the top priority. Moreover, they seemly believe that making profit should be the main role of a firm.

"The final goals of firms are profits. If they are responsible for environment, there are costs that they should be affordable." ( CON03_Xuan)

"Wise consumers seem to choose what is best for themselves. They focus on themselves rather than others." (CON21_Le Trang)

Last but not least, as explained by the Theory of Cognitive dissonance, people are not always consistent in their perceptions but are likely to be exposed to contradictions in their cognition [START_REF] Festinger | A theory of cognitive dissonance[END_REF]. With this in mind, even when expressing favorable attitude toward CSR, as many consumers in this category might be inconsistent between what they say and what they actually would do.

 Type 3 -The Awaken

This type of consumers is illustrated by the square on the center of the figure above, suggesting from this point forward, they are probably more compatible between perceptions and responses to (ir)responsible firms. Consumers in this category may begin to support for firms engaging CSR activities even though they have not done it before. They can start to appreciate the goodwill of firms involving in CSR, no matter what their purposes are. To them, doing something for society may be better than doing nothing, as shared by respondents below:

"First of all, they do because their goodwill. They want to bring something good for community." (CON07_Binh)

"For the firms who engage in social and environmental activities, I will buy for them". (CON17_Duyen)

To be noticed, CSR values probably become an important factor for the decision-making process of The Awaken. Before purchasing, they may review the CSR practices of firms (e.g., whether they employ animal testing, use eco-friendly materials, or explore children labors;

whether firms have community activities in the neighborhoods).

"For example, skin care, now I just buy from Innisfree as they collect old containers for recycling and do not use nylon bags." (CON17_Duyen)

Moreover, they may begin appreciate sustainable initiatives and be conscious in terms of sustainability. Also, they can actively follow those movements. They are possibly willing to pay higher price for responsible products as well. The two informants express their insights as follow:

"As a consumer, I now prefer socially responsible firms as they contribute to society or help people out. I am therefore willing to buy their products. They might be at a little higher price, but it's still applicable for me because I can contribute indirectly to society." (CON11_Thoa)

"I heard lately that Starbucks supported to 'Zero Waste Saigon' in plastic straw issues […] For a long time, they serve consumers with so many plastic cups, then those cups were thrown out to environment. Wastes will not be decomposed in the near future but take really long time." (CON07_Binh)

 Type 4 -The Proactive -Socially responsible consumer

More profound than The Awaken, The Proactive owns thorough perceptions toward CSR and the roles of firms. They believe that even making profit is the firm's main role, firms are firstly the organizations within sociality, earning benefits from their stakeholders. So, doing good for society should be an important role of firms (e.g., bring more jobs for community; engage in social causes; be pioneer in social changes). To them, these responsibilities must be written in firm strategies.

"Being responsible to community is very easy to say. We need to see how firms do, whether that responsibility has a place in their business strategy, and but not until the beginning of this century, the issues attract much debates from scholars [START_REF] Foxall | Radical behaviorism and consumer research theoretical promise and empirical problems[END_REF][START_REF] Oliveira-Castro | Behavior analysis and psychological concepts: Commentary on Foxall's Intentional Behaviorism[END_REF]. In this typology, The Radical is identified as those who understands about CSR very well, but different from The Awaken and The Proactive, they mostly have extreme behaviors corresponding to extreme perceptions toward CSR. They may not only use their buying power as a weapon to challenge firms but also urge and even force others to behave the way they think. However, when defending too much for the causes, they can turn out to be radicalized or even unethical toward the firms that they perceived to be irresponsible, as the responses of the informants below:

whether
"The only way is to boycott. We cannot win the case by suing them to the court. Furthermore, The Radical may be more negatively sensitive to CSR-related issues, without holding a balance mindset between firm benefits and firm social responsibilities. They therefore are likely to confront with irresponsible firms or easy to judge the motivations of firms behind their CSR involvements (e.g., activities for marketing purpose and sale boosting). This insight is taken seriously, as expressed by the respondents below:

"In an era that money is a priority, such good behaviors are for marketing purpose. I think when doing so, they aim firstly at profit." (CON02_Uyen) "Somehow it is for the PR objectives and polishing their image rather than it is something with goodwill." (CON03_Xuan)

In a nutshell, The Basic, The Inconsistent, The Awaken, the Proactive, and The Radical form the typology of consumers reflecting their CSR perceptions in the oriental context.

Comparing 5-Persona typology to the previous ones

Comparing to two consumer typologies under studies describing consumers in the UK [START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF] and in the US [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF], our typology of consumers suggests some differences.

 The categorization of Carrigan and Attalla (2001)

Based solely ethical aspect of CSR, [START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF] classified consumers into four groups accordingly to their "ethical awareness" and "ethical purchase intention" as well as the ethical information claimed by firms. Meanwhile, our typology is extended toward consumers' CSR perceptions and responses in the oriental context. Besides, we address broader issues in which ethical domain is placed next to others (e.g., philanthropic, environmental, economic domain).

The figure below illustrates the four types by [START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF]: (1) caring and ethical (those who highly aware of ethical issues and response positively to ethical firms),

(2) confused and uncertain (those who would like to shop for ethical firms but not stable),

(3) cynical and disinterested (those who purchase based on price, quality, and ethical marketing), and (4) oblivious (those do not know much about ethical issues and may or may not like to purchase ethically). However, the characteristics of four types in the typology are seemly vague and not distinct to each other, especially between type 2 (confused and uncertain) and type 4 (oblivious). Besides, it was noticeable that this categorization might emphasize the stability of four consumer types, making it insufficient to explain the changeable tendency in human beings' mindsets. [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF], the behavioral changes are resulted from precedent elements such as beliefs, evaluations, motivations, attitudes, and subjective norms in the society [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF][START_REF] Sheppard | The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research[END_REF][START_REF] Davis | User acceptance of computer technology: a comparison of two theoretical models[END_REF]). Thus, it could be inferred that once the perception of consumers toward CSR remains in a certain extent, their behaviors/responses may not change. Our typology therefore suggests that, on the one hand, consumers might modify their behaviors according to their on-going changing perceptions. In this case, they might follow the stages of the evolution path from The Basic,

The Awaken, The Inconsistent to The Proactive and even to The Radical (illustrated by the figure below and by the arrows in the figure of typology above). It is noticeable that these stages might not be separate but can be overlapped with each other. Besides, The Awaken is the important stage, marking the critical point for a consumer to move from the lower stages to the higher stages of the evolution path, as revealed by a consumer:

"Before, my consuming habit was different. Now, beside the demand of which products necessary for me, I consider the firms producing the products, whether they are ethical and socially responsible." (CON17_Duyen)

Through this study, we agree with [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF] and [START_REF] Andreasen | Marketing social change[END_REF] that consumers in higher stages tend to put CSR as a priority and that they believe in their influencing power on CSR policies of firms more than the previous stages. When stepping up to a new stage, consumers base more on the nature of CSR engagement of firms to decide whether they would buy or support for responsible firms. In other words, CSR gradually become among the main factors that urge them to buy or not to buy a product as well as lead to their call-foraction behaviors. At the stage of The Proactive, consumer perceptions and behaviors would be closely to "socially responsible consumer behavior" or "ethically minded consumer behavior" (Francois-Lecompte and Roberts 2006, Sudbury-Riley and Kohlbacher 2016). More precisely, they may switch brands if finding out the firms behave unethically or be willing to pay a little more for the socially responsible firms.

Figure 2.11. Evolution path of consumers when changing their perceptions of CSR

On the other hand, a part of consumers possibly would stay permanently in their stage without changing of behaviors, corresponding to their stable perceptions of CSR. With this reality in mind, many consumers probably keep being The Basic, and in other case, many of them definitely would not become The Radical. In other words, the changes in quality must be accumulated enough (i.e., the perceptions of CSR) so that it would lead to the change in quality (i.e., changing behaviors), as the famous assertion of Hegel [START_REF] Carneiro | The transition from quantity to quality: A neglected causal mechanism in accounting for social evolution[END_REF]. This insight is illustrated by a respondent's sharing, whose buying behavior would always be based on her affordability:

"When buying, I give a high priority to positions that close to my house. [...] I usually try new selling points to compare price and the quality of products. Of course, I go with those having the better price corresponding with quality."

(CON05_Phuong Anh)

Attitude-behavior gap

Last but not least, the discrepancy between attitudes and behaviors must be taken into account.

When asked directly, many consumers say that CSR matters to them and that they care to social causes. However, there is a gap between attitudes and behaviors of consumers toward CSR initiatives. In other words, they probably do not act like they say. Some consumers more or less admit this discrepancy. For others, the attitude -behavior gap is revealed through the contradictions of their verbatims:

"A firm should be associated to many responsibilities: within their firms, between them and their consumers, between them and their business partners, between them and the neighborhoods where they are located [...] Previous empirical studies revealed that consumers would response differently and heterogeneously to CSR initiatives (Brown andDacin 1997, Bhattacharya and[START_REF] Bhattacharya | Doing better at doing good: When, why, and how consumers respond to corporate social initiatives[END_REF]). Even when they regard CSR as an important issue, the influence of CSR on their behaviors might vary in separated contexts [START_REF] Auger | Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions[END_REF]. That is to say, both consumers with the same attitudes toward CSR would possibly response differently in terms of intentions and more differently in further behaviors.

Many respondents in our study reveal their characteristics quite corresponding to The Basic.

Notably, the attitude-behavior gap is barely found among the consumers in this stage, and if this is true, it would be paralleled with findings of [START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF] study,

indicating that there is no attitude-behavior gap among respondents who do not care about the responsible activities of firms and do not use CSR as a factor in their purchasing consideration [START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF]. However, through this qualitative study, it might be insufficient to confirm in which stages, consumers might disclose more their attitudebehavior gap. We therefore suggest further research on this issues.

SUMMARY OF CHAPTER 2

The chapter gave answers for research question n 0 1: How is CSR perceived by consumers in Vietnam? To go further, we identified the dimensions of CSR considered as important by

Vietnamese consumers. Finally, we built a typology of consumers regarding their perceptions about CSR and their own behaviors.

Our findings highlighted the general perceptions of consumers toward CSR in Vietnam, a recently emerging market in Eastern Asia where the cultural context strongly influences how people perceive the importance of CSR, such as the law of cause and effect or consequence of karma in Buddhism. A part of the interviews reflects consumer insights in food sector where the issues are relevant to their daily lives and therefore are broadly concerned. Notably, product quality is always in the spotlight of consumers' attentions, related to: product quality evaluations, the role of word-of-mouth, trust, the willingness for higher price, the adoption of organic products. Together with environmental issues and others, consumers come up with the negative sensitivity in their attitudes toward firm engagement in CSR.

Through this exploratory study, we found five dimensions of CSR that are important to consumers in the oriental context: responsibilities to consumers (related to information transparency, customer complaint management, and feedback handling), to environment, to society, to employees, and to firm itself (related to the perceptions of making profit). Based on consumer insights of CSR, we then proposed 5-Persona categorization, regarding their perceptions toward CSR and their corresponding behaviors in the past, consisting of The Basic,

The Inconsistent, The Awaken, the Proactive, and The Radical. Compared to the typologies proposed by [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF] and [START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF], our typology goes further when highlighting the dynamic nature in consumer perceptions and behaviors and toward CSR.

Lastly, the attitude-behavior gap of consumers is generally discussed, depicting the circumstances when consumers react to the firms engaging in CSR differently to their attitudes. Later, we would conduct two experiments in two different sectors to examine how people really act corresponding to their perception of CSR, given a specific situation related to a firm and a product type for daily usage. After having reviewed consumer evaluations of the firms and their products through countryof-origin and firm production process on perceived product quality (section 3.1), we successively present the review on consumer responses to CSR including attitude toward the firm, purchase intention, and recommendation intention (section 3.2). Besides, we review the current literature related to the factors reflecting the way consumer behave -like consumption habituation (section 3.3) -, and their beliefs about social responsibility for firms -like perceived firm CSR motives (section 3.4) or skepticism toward firm engagement in CSR (section 3.6). Finally, the summary of the main points will be shown in the end of the chapter.

PART II| HOW CONSUMERS EVALUATE AND REACT TOWARD CSR

CONSUMER EVALUATIONS OF THE FIRM AND ITS PRODUCTS

Besides firm engagement of CSR that we presented in the previous part, we now review in this section the factors that could impact on consumer evaluations of the firms and their products:

country-of-origin and production process. As presented, the findings of the exploratory study (Chapter 2), product quality is one among the important issues of Vietnamese consumers, in which the origin of product and the information related to quality control are the essential signs for consumers' evaluations. Then, we address the role of perceived product quality in the relationships of three determinants above and consumers' responses to CSR.

Country-of-origin: domestic vs. foreign

Country-of-origin is usually considered as an extrinsic cue for consumer evaluations when they encounter a certain firm or product. Cognitively, there is a bridging belief that the country where the firm/product is originated and the properties of the firm/product itself share the same characteristics [START_REF] Verlegh | A review and meta-analysis of country-of-origin research[END_REF]. This psychologic phenomenon was explained as the product-country image correlation. With attention to the evaluation of products, previous studies confirmed that the country-of-origin image of product directly impacts on the perception of product quality [START_REF] Schooler | Product bias in the Central American common market[END_REF][START_REF] Erickson | Image variables in multi-attribute product evaluations: country-oforigin effects[END_REF][START_REF] Wang | Country image, product image and consumer purchase intention: Evidence from an emerging economy[END_REF]. Simply put, the evaluations of consumers on the same product would depend partly to country-of-origin [START_REF] Schooler | Product bias in the Central American common market[END_REF]. In turn, the perceived product quality is translated into further behavioral intentions or/and attitudes toward the firm.

However, the effect of country-of-origin is heterogeneous among different nations as well as different product categories [START_REF] Bilkey | Country-of-origin effects on product evaluations[END_REF]. As presented previously, under the influences of cultural aspects and socio-economic development, consumer perceptions on country-of-origin and their subsequent evaluations of products would vary under different cultural contexts.

In some cases, consumers may avoid the products originated from a certain country due to the problematic reputations. For example, US and UK consumers have low intention to purchase the products originated from China because they associate Chinese brands with less reliability or troubles related to health incidents (e.g., Chinese toys [START_REF] Kabadayi | Made in China but sold at FAO Schwarz: country-of-origin effect and trusting beliefs[END_REF]). Besides, we have been witnessing the tendency in western culture that consumers gradually prefer locally-produced goods across product categories, which is considered as the essential facet of consumer ideology [START_REF] Reich | Food as Ideology: Measurement and Validation of Locavorism[END_REF]. Put in another way, in those markets, domestic products are perceived as higher quality and more preferred than foreign ones, for example in Finland [START_REF] Autio | Consuming nostalgia? The appreciation of authenticity in local food production[END_REF], in Germany [START_REF] Hartmann | Consumers' awareness of CSR in the German pork industry[END_REF] or in Norway [START_REF] Ursin | Think global, buy national: CSR, cooperatives and consumer concerns in the Norwegian food value chain[END_REF].

Nevertheless, the preference patterns were opposite in oriental context when extant research showed that consumers' preferences are more favorable of foreign than local brands, expressing the dynamic tendency of the socio-economic development in adopting products outside their territory. Especially consumers in emerging East Asian markets such as in Vietnam and China, usually have higher favorable attitudes toward foreign products (e.g., those produced in Japan, European countries, the US) and even perceive them as superior and being high quality than local ones (Wang andChen 2004, Lee and[START_REF] Lee | Product attributes and preference for foreign brands among Vietnamese consumers[END_REF].

As such, we introduce our following hypothesis:

Production process: artisanal vs. industrial

The manufacturing process may influence the way people perceive quality of products (e.g., a product with or without putting artificial flavors, the safety of product).

On the one hand, many authors agreed that with some product categories such as food and drinks, consumers prefer craft-made (or artisanal-made9 ) products rather than industrial-made ones (e.g., beer [START_REF] Aquilani | Beer choice and consumption determinants when craft beers are tasted: An exploratory study of consumer preferences[END_REF] or cheese [START_REF] Kupiec | Speciality and artisanal cheeses today: the product and the consumer[END_REF]). In fact, a brand to be labelled as 'artisanal' may be required to meet plenty of criteria such as the craft fabrication for some phases or the small size of production, to name but a few, as guidelines by Belgian authorities (SPF Economie) (2017).

Interestingly, the fact that human contact influences consumer's perceptions of naturalness was confirmed by [START_REF] Abouab | Human contact imagined during the production process increases food naturalness perceptions[END_REF]. In food sector, since artisanal-made products are associated with and required partly the manual process, they are perceived as being able to keep the superior naturalness or the authentic values of food thanks to the involvement of human during the fabrication [START_REF] Abouab | Human contact imagined during the production process increases food naturalness perceptions[END_REF]Gomez 2015, Rivaroli et al. 2020). Moreover, artisanal process is well considered to preserve the traditional aspects associated with the craft professions and the product types (Autio et al. 2013, Dézécot and[START_REF] Dézécot | Perceptions, freins et motivations des consommateurs à l'égard des artisans des métiers de bouche[END_REF].

On the other hand, consumers may prefer industrial-made products partly because they attach 'being industrial-produced' to 'quality control process'. As a matter of fact, industrial-made process is involved with automation and mass-production as well as is required many modern techniques to meet the industrial standards so that the quality of product can be well controlled [START_REF] Dubé | The Healthier the Tastier? USA-India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels[END_REF]). As a result, this way of production reaches the optimization, and very often, is able to offer lower price [START_REF] Kupiec | Speciality and artisanal cheeses today: the product and the consumer[END_REF]. Besides, industrial-made products are systematically well-known with industrial brands. This facilitates consumers during their decision-making process as well [START_REF] Vraneševic | The effect of the brand on perceived quality of food products[END_REF] and therefore, industrial-made goods are easily preferred by consumers.

With this reality in mind, in the context of East Asia country where the inherent issues related to product quality and food safety have become critical in recent years [START_REF] Figuié | Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam[END_REF][START_REF] Kong | Does corporate social responsibility matter in the food industry? Evidence from a nature experiment in China[END_REF][START_REF] Vo | Rewarding the good and penalizing the bad? Consumers' reaction to food retailers' conduct[END_REF], consumers would probably lean toward industrial (vs. artisanal) products, considering industrial brands the optimized choice [START_REF] Vraneševic | The effect of the brand on perceived quality of food products[END_REF].

We therefore hypothesized that:

Perceived product quality

As proved by many studies, product quality is an essential factor of consumers' evaluation toward a certain product or firm. Consumers normally evaluate products or firms based on what they encounter, as explained by cue utilization theory. Specifically, consumers use the available information related to intrinsic cues (e.g., size, shape, color)

or extrinsic cues (e.g., price, firm image) to infer the corresponding quality [START_REF] Szybillo | Intrinsic versus extrinsic cues as determinants of perceived product quality[END_REF][START_REF] Rao | The moderating effect of prior knowledge on cue utilization in product evaluations[END_REF][START_REF] Bodur | When should private label brands endorse ethical attributes?[END_REF]. Firms' CSR efforts also play the role of a salient cue that induce consumers to form their product evaluations [START_REF] Klein | Why we boycott: Consumer motivations for boycott participation[END_REF]Dawar 2004, Berens et al. 2005). Based on these evaluations, consumers then come up with the preferences toward products before continuing with further decisions. As a results, consumers' responses to CSR (whether supporting for firms or not) depends partly on the product quality (e.g., in food sector [START_REF] Vo | Rewarding the good and penalizing the bad? Consumers' reaction to food retailers' conduct[END_REF]).

Under the perspective of manufacturers, product quality is determined by the technical involvement and the industrial standards related to input ingredients, materials, procedure, etc. [START_REF] Gatti | The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management[END_REF]. In other words, quality of product is confirmed through the quality control process. However, under the perspective of consumers, it is the product quality perceived by themselves plays the main role on forming further decisions such as buying or recommend the product to others [START_REF] Zeithaml | Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence[END_REF]. This is to say, the product quality that consumers perceive may or may not be directly related to quality control process. In many cases, the judgment of consumers is irrational and not involved with the objective quality that is controlled by strict standards. For example, consumers may judge a product as having good quality just because of the well-known brand [START_REF] Caruana | How corporate reputation, quality, and value influence online loyalty[END_REF]. In other cases, consumers perceive a product as good quality because of the judgment of people surrounding them or because of the past familiar pattern of consumption [START_REF] Rao | The moderating effect of prior knowledge on cue utilization in product evaluations[END_REF]Monroe 1988, Wathieu 2004).

Furthermore, in the CSR domain where we would like to examine the perceptions and responses of consumers toward CSR, it is noticeable that green products appear to be more outstanding in the eyes of some consumers than others [START_REF] Berger | Where consumers diverge from others: Identity signaling and product domains[END_REF]Heath 2007, White et al. 2019). This can be explained partly that those who appreciate responsible firms (or sustainable attributes) will have these values already anchored in their minds as something symbolic. When encountered, firms' CSR efforts play the role of a salient cue that trigger these values and therefore induce consumers to form some certain evaluations of the firm and its products [START_REF] Berens | Corporate associations and consumer product responses: The moderating role of corporate brand dominance[END_REF]. Also, the phenomenon is consistent to the back-and-forth embodied cognition process when consumers are under the on-going journey of changing behaviors based on their continuously updated perceptions of CSR [START_REF] Solomon | Consumer behavior: Buying, having, and being[END_REF][START_REF] Varela | The Embodied Mind, revised edition: Cognitive Science and Human Experience[END_REF][START_REF] Shapiro | Embodied cognition[END_REF]. In other words, consumers' favorable values related to CSR, sooner or later, would be transferred to favorable perception of quality and further outcomes.

As can be seen, perceived product quality is considered as an important determinant that induces consumers to come up with attitude and behavioral intentions [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF][START_REF] Wang | Country image, product image and consumer purchase intention: Evidence from an emerging economy[END_REF]). More concretely, previous authors reached the consensus that positively perceived quality enhances consumer attitudes toward the firm as well as the likelihoods to purchase and recommend [START_REF] Bou-Llusar | Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions[END_REF][START_REF] Gatti | The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management[END_REF]), which would be explained more in the following parts.

CONSUMER RESPONSES TO CSR: ATTITUDE AND BEHAVIORAL INTENTIONS

In this section, we review the current literature of consumer responses, including attitude toward the firm/brand, purchase intention, and recommendation intention.

Attitude toward the firm

Attitude of a person was defined as 'a function of his (or her) salient beliefs at a given point of time' [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF]. As a matter of fact, when a person is exposed to the information provided by a firm, a set of salient beliefs toward that firm is assembled, whether this process is conscious or non-conscious by consumers. Attitude toward the firm is also a function of one's internal evaluation on the firm's information and products that are provided (e.g., the evaluation of product quality). Then, through the filter of these beliefs and evaluations, his or her attitude is formed as being like or unlike, positive or negative [START_REF] Mitchell | Are product attribute beliefs the only mediator of advertising effects on brand attitude?[END_REF]Olson 1981, Berens et al. 2005).

By the same token, the CSR initiatives can influence consumers' attitudes toward firms through their system of values and evaluations [START_REF] Lichtenstein | The effect of corporate social responsibility on customer donations to corporate-supported nonprofits[END_REF]). Consumers'

positive attitudes are what the firms always aim to achieve. However, the opposite attitudes, like negative attitudes during crisis, also bring added values to firms as a critical sign for necessary modification from the inside of firms. Under a value-added perspective, understanding the attitude of consumers, whether positive or negative, is useful for firms in the sense that this enforces firms to reassess and modify their current business policies. For short-term, the modification can help to ease the negative outcomes that may harm the firms' intangible assets as well as to reach favorable attitudes among their consumers. For long-term, it helps to enhance the effectiveness of CSR by enforcing the firms themselves to go through the process of purification.

Attitude toward socially responsible firms, therefore, is an important outcome worthy to examine in our studies. As mentioned above, attitude toward firms is influenced by the evaluation of firms and their products. Therefore, in our following research design, we would measure how firm engagement in CSR and perceived product quality among consumers cause the attitude toward the firm.

Purchase intention

Before coming to a certain actual behavior, people firstly form the intention toward that behavior, as explained by Theory of Reasoned Action by [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF] about the mechanism of forming a behavior [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF][START_REF] Sheppard | The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research[END_REF][START_REF] Davis | User acceptance of computer technology: a comparison of two theoretical models[END_REF]). In other words, the behavior is considered as 'a function of intention' [START_REF] Ajzen | Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions[END_REF] and therefore, predicting intention will likely contribute to predicting the actual behavior [START_REF] Taylor | Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions[END_REF][START_REF] Armitage | The theory of planned behaviour: Assessment of predictive validity and'perceived control[END_REF][START_REF] Shaw | The contribution of ethical obligation and self-identity to the theory of planned behaviour: An exploration of ethical consumers[END_REF].

Noticeably, it may take a long road from intending to do something to actually performing it, rather than a straightforward path. Many times, people fail to perform a behavior (e.g., doing exercise, drinking more water instead of coke) even though they already had good intention to do. However, previous empirical studies have eased the arguments by showing that, significantly high intention of a certain behavior will likely induce ones to perform that behavior later. In the like manner, a person revealing low intention of doing an action will be likely not to do it or have very low possibility to do [START_REF] Armitage | The theory of planned behaviour: Assessment of predictive validity and'perceived control[END_REF]Conner 1999, Ajzen 2015). Of course, it was taken into account that the other intervening factors were put in hibernate. These factors may include changing one's mind, having new motivation of doing alternative actions, to name but a few. This was confirmed by previous studies measuring both intention and actual behavior of participants over times such as adopting low-fat diet as a lifestyle (e.g., [START_REF] Armitage | The theory of planned behaviour: Assessment of predictive validity and'perceived control[END_REF] or consuming organic food (e.g., organic milk, Carfora et al., 2019).

Concretely, these studies showed the consistency between intention and real behavior among participants whether measuring at one time and or at different periods of time.

In marketing and consumer research, the intention of purchasing is among the targeted important constructs, revealing the actual purchase behavior afterwards. With attention to this target, purchase intention helps researchers to come closer to the real behavior of consumers that makes sense, i.e., consumers may show their supports to a brand or a product through their buying power. Given the understanding of intention as a predictor of real behavior, we therefore would measure purchase intention of consumers among our expected outcomes in this study, together with attitude toward firms and recommendation intention that we will go in details right afterward.

Recommendation intention

Besides purchase intention, researchers have been interested in its relevant facets, recommendation intention. This outcome is associated with appreciating a brand or a product/service through the good words to others (Jin and [START_REF] Su | Recommendation and repurchase intention thresholds: A joint heterogeneity response estimation[END_REF]. In other words, this factor describes the willingness of people to introduce the brand or the product that they believe to have good quality or good attributes that make them feel interested.

Recommendation and its related concept, 'word-of-mouth', are often used equivalently to refer to a similar notion, the so-called 'referencing' [START_REF] Keiningham | The value of different customer satisfaction and loyalty metrics in predicting customer retention, recommendation, and share-of-wallet[END_REF][START_REF] Olaru | From customer value to repurchase intentions and recommendations[END_REF]. All of them are similar in the sense of reflecting the intent to influence others and providing information to others [START_REF] Swanson | Service recovery attributions and word-of-mouth intentions[END_REF]. Besides, to be able to recommend or transmit word-of-mouth about products, consumers may or may not have purchased and used them. However, there are slightly differences among these concepts. Word-of-mouth is more relating to spread information of a firm/brand in oral form to others in both manners including positive (e.g., supporting for the firm/brand) and negative ones (e.g., complaining, expressing unsatisfied testimonials) based on corresponding emotions generated from the brand/firm [START_REF] Keiningham | The value of different customer satisfaction and loyalty metrics in predicting customer retention, recommendation, and share-of-wallet[END_REF][START_REF] Currás-Pérez | Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction[END_REF]. Meanwhile, recommendation is directly related to the intention of introducing the brand/firm to others as well as encouraging them to use, in a positive and favorable manner toward the brand/firm. The willingness to recommend might be resulted only from positive values that consumers gained from product usage (including the evaluation of product quality) [START_REF] Olaru | From customer value to repurchase intentions and recommendations[END_REF]. In other words, once the products of the firm are perceived with good quality, it may positively impact on recommendation intention of consumers.

In terms of products by responsible firms (i.e., green products, responsible products), recommendation intention is among practical outcomes that give the message back to firms that their policy (e.g., CSR initiatives) has been on the right (or not right) track (Jin and [START_REF] Su | Recommendation and repurchase intention thresholds: A joint heterogeneity response estimation[END_REF]. In this sense, it helps the firms to measure their effectiveness of their engagement in CSR and make modifications if necessary. However, recommendation intention is directly influenced by perceived product quality rather than directly influenced by firm involvement in CSR. Simply put, CSR initiatives of firms are merely recognized as provided information. This information is then transmitted to consumers and is perceived through some certain evaluations (e.g., product quality), which in turn, have effects on the intention of consumers to recommend the product for others or to say positive things about the firm when they have chances.

In We therefore introduced our hypothesis as follows:

H4: Perceived product quality plays a mediating role between firm involvement in CSR and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions.

CONSUMPTION HABITUATION

Being the essential factor in behavioral science for years, habituation has been brought to studied in the domain of consumer behavior, facilitating scholars to understand more about how consumers form their behaviors and how habituation may prompt or retain their behavioral changes [START_REF] Kaas | Consumer habit forming, information acquisition, and buying behavior[END_REF][START_REF] Wathieu | Consumer habituation[END_REF][START_REF] Wood | The habitual consumer[END_REF][START_REF] Gardner | Towards parsimony in habit measurement: Testing the convergent and predictive validity of an automaticity subscale of the Self-Report Habit Index[END_REF].

Habits can be defined simply as a course of acts that a person performs automatically with the attention to achieve certain final outcomes (Verplanken and[START_REF] Verplanken | Habit, attitude, and planned behaviour: is habit an empty construct or an interesting case of goal-directed automaticity?[END_REF][START_REF] Verplanken | Reflections on past behavior: a self-report index of habit strength[END_REF] or even not related to reasoned actions [START_REF] Beatty | Alternative hierarchies of the attitude-behavior relationship: The impact of brand commitment and habit[END_REF]. In fact, habituation is established through the repetition of a certain pattern and therefore considered as a form of automaticity [START_REF] Triandis | Interpersonal behavior[END_REF][START_REF] Ouellette | Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior[END_REF][START_REF] Wood | The habitual consumer[END_REF].

Besides, a habit becomes stronger when its associated actions are activated as automatic responses to the familiar context cue (Neal et al. 2012;Wood and Rünger 2016). Therefore, habituation is represented by three dimensions: automatic activation (e.g., doing something unconsciously or without thinking), behavioral frequency (e.g., a behavior done for a long time or belonged to daily routine), and relevance to self-identity (an action provoking the senses of 'me') (Verplanken andOrbell 2003, Gardner et al. 2012).

Habituation is believed to have an effect on predicting antecedents of behavior including attitudes and behavioral intentions [START_REF] Ouellette | Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior[END_REF][START_REF] Verplanken | Reflections on past behavior: a self-report index of habit strength[END_REF][START_REF] Wood | The habitual consumer[END_REF]. Since current habits are automated and easier to carry on, people may hesitate to change for the adoption of new behaviors, especially if the endorsement of the new behavior makes them uncomfortable [START_REF] Murtagh | Does perception of automation undermine pro-environmental behaviour? Findings from three everyday settings[END_REF][START_REF] White | How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework[END_REF]. With this in mind, when put into a dilemma of long-term and short-term benefits, a person may find much more comfortable to maintain his/her current habits (e.g., the habit of purchasing because of convenience and/or in a closer proximity; consuming some certain favourite products) rather than to change.

Extant research showed that the strength of the current habit is important in several ways. If the current habit has not been well established, consumers might be easier to change for a new consumption behavior. Nevertheless, as the strength of habit increases, consumers may "slip back" to their existing consumption behavior (i.e., strongly attached the current product), which in turn, may reduce consumer intention of performing new behavior (e.g., adopt a brand new product) (Verplanken andAarts 1999, Labrecque et al. 2017). In other words, the more consumers are attached to their ongoing habit of consumption, the less they might intent to consume the new product that is an alternative to the current one that they are consuming. This mechanism can explain the circumstances when consumers initially appreciate a new product that is introduced by socially responsible firms, but they might be attached to their current consumption behavior and finally refuse the new brand. Equally important, consumers might continue repeating a behavior (e.g., buy the same product) as the automatic activation rather than perform that action on purpose. The automaticity of performing an action is also the result of sufficient repetition, helping human beings to save "cognitive work" as explained by [START_REF] Wilson | Embodied cognition is not what you think it is[END_REF]. Also, the mechanism of automatic activation might pull back the intention of performing a new action.

Overall, when the existing habitual behavior is stronger, it would be more difficult for consumers to adopt new product, even though they reveal favorable attitudes toward firm engagement in CSR, and vice versa. As such, we hypothesized as follows:

H5: Habituation negatively moderates the relationship between perceived product quality and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions.

HOW CONSUMERS PERCEIVE FIRM CSR MOTIVES

Firms' CSR agendas may be various depending on causes that the firm aims to reach.

Nevertheless, no matter how cause-related the CSR engagements are, many consumers perceive the CSR efforts of firms as motive-related activities.

Previous researches classified the motivations of firms under several ways. The first position is based on the citizenship of firms, or in other words, considering firms as individuals. The classification thus includes extrinsic vs. intrinsic motivations, considering the source that the motives originate [START_REF] Keaveney | Coping with organizational role stress: Intrinsic motivational orientation, perceived role benefits, and psychological withdrawal[END_REF]Nelson 1993, Story and[START_REF] Story | When corporate social responsibility (CSR) increases performance: exploring the role of intrinsic and extrinsic CSR attribution[END_REF]; or egoistic vs. altruistic motivations, reflecting the nature of the willingness to help [START_REF] Maner | Altruism and egoism: Prosocial motivations for helping depend on relationship context[END_REF]Gailliot 2007, Ramasamy et al. 2010). The second position is based on the beneficiaries of CSR activities.

Firm's motivation of doing good can be divided into self-interested motives (i.e., the activities serve the benefits of firm itself) vs. other-interested ones (i.e., firms do something good because of others' benefits) (Mohr et al. 2001, Walker and[START_REF] Walker | Environmentally responsible value orientations: Perspectives from public assembly facility managers[END_REF]; firm self-serving motives (e.g., to develop firm reputation, to boost revenues) vs. public-serving motives (e.g., to contribute to community, to advocate the disadvantaged people, to extend the green space in the neighborhood) [START_REF] Forehand | When is honesty the best policy? The effect of stated company intent on consumer skepticism[END_REF][START_REF] Becker-Olsen | The impact of perceived corporate social responsibility on consumer behavior[END_REF][START_REF] De Vries | Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing[END_REF].

Broken into smaller pieces, CSR motivations of firms can be divided into four dimensions, giving a clearer look into the nature of CSR engagements. These dimensions include valuesdriven (e.g., the firm is morally attached to causes-related activities); stakeholder-driven (e.g., firms engage in CSR agenda because of the expectation of their stockholders, their consumers, or their employees); egoistic (e.g., firms will have some tax exemption); and strategic (e.g., CSR activities help to bring more profits or get more consumers) [START_REF] Ellen | Building corporate associations: Consumer attributions for corporate socially responsible programs[END_REF][START_REF] Vlachos | Corporate social responsibility: attributions, loyalty, and the mediating role of trust[END_REF]). These perceived CSR motives, in turn, may impact on consumer evaluations (e.g., product quality) as well as consumer attitudes and behavioral intentions [START_REF] Becker-Olsen | The impact of perceived corporate social responsibility on consumer behavior[END_REF][START_REF] Bodur | When should private label brands endorse ethical attributes?[END_REF].

Given the firm disclosure of CSR campaigns, consumers may perceive the motives of these activities differently, which in turn might have an impact on their responses to CSR. We therefore hypothesized as follows:

H6: Perceived firm CSR motives negatively moderates the relationship between firm involvement in CSR and perceived product quality.

SKEPTICISM TOWARD FIRM ENGAGEMENT IN CSR

Firm involvement in CSR has been considered more and more important nowadays. However, consumers do not hesitate to show their doubts on CSR claims since the CSR disclosures often come from the firms (Zhang andHanks 2017, Newman and[START_REF] Newman | Reducing skepticism about corporate social responsibility: roles of gender and agentic-communal orientations[END_REF]. The fact that consumers may be more or less cynic toward the responsible activities of firms was indicated in numerous studies [START_REF] Skarmeas | When consumers doubt, watch out! The role of CSR skepticism[END_REF][START_REF] Loussaïef | Do CSR actions in retailing really matter for young consumers? A study in France and Norway[END_REF][START_REF] Skarmeas | Examining the role of CSR skepticism using fuzzy-set qualitative comparative analysis[END_REF][START_REF] De Vries | Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing[END_REF].

Consumer skepticism toward firms describes the degree of disbelief and distrust among consumers toward firms' messages [START_REF] Obermiller | Development of a scale to measure consumer skepticism toward advertising[END_REF][START_REF] Elving | Scepticism and corporate social responsibility communications: the influence of fit and reputation[END_REF][START_REF] Bae | Overcoming skepticism toward cause-related marketing claims: the role of consumers' attributions and a temporary state of skepticism[END_REF]. By the same token, CSR skepticism underlines consumers' doubts about how much authenticity of firms that launch CSR activities during their operations. With this in mind, consumers may question whether the firms' CSR activities are originated from their goodwills or whether those responsible engagements solely serve the benefit purposes. Besides, CSR skepticism is among the determinants indicating the negative responses to firms' activities.

This perception is due to the fact that many firms carrying their caused-related programs are not because of sincerity but because of some underlined benefits (e.g., to have better revenues, to achieve more reputation) (Bhattacharya andSen 2004, Lii and[START_REF] Lii | Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm[END_REF]. In other words, consumers would evaluate the nature of firm involvement, whether it is related to extrinsic or intrinsic CSR attributions [START_REF] Story | When corporate social responsibility (CSR) increases performance: exploring the role of intrinsic and extrinsic CSR attribution[END_REF]. This negative perceptions of consumers, therefore, might induce them to be doubtful about the true commitment of firms [START_REF] Loussaïef | Do CSR actions in retailing really matter for young consumers? A study in France and Norway[END_REF].

Depending In fast-food industry, the companies are usually considered untruthful about their products due to their controversial effects on health, consumers with high skepticism toward CSR initiatives of fast-food companies would be inclined to distrust these responsible engagements, which in turn negatively impacts on the evaluation of food quality as well [START_REF] Schröder | Fast foods and ethical consumer value: a focus on McDonald's and KFC[END_REF].

As can be seen, CSR engagements are considered important to firms because of their positive effects on consumer evaluations and further behavioral intentions. However, the skepticism of consumers toward CSR claims might diminish these effects. In other words, CSR skepticism among consumers might have a negative impact on the consumer evaluations toward the firms (e.g., perceived product quality) [START_REF] Forehand | When is honesty the best policy? The effect of stated company intent on consumer skepticism[END_REF][START_REF] Rim | Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR[END_REF][START_REF] Zhang | Consumer skepticism towards CSR messages: The joint effects of processing fluency, individuals' need for cognition and mood[END_REF].

Accordingly, we came up to the hypothesis that:

H7: CSR skepticism negatively moderates the relationship between firm involvement in CSR and perceived product quality.

HYPOTHESIS DEVELOPMENT

As presented previously, consumers may react differently to responsible or irresponsible activities of firms. However, it is controversial whether consumers will have clear-cur response as punishing irresponsible firms and rewarding responsible ones. While studies confirmed this tendency among consumers [START_REF] Creyer | The influence of firm behavior on purchase intention: do consumers really care about business ethics?[END_REF], others refuted it straightforwardly [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF][START_REF] Palihawadana | Effects of ethical ideologies and perceptions of CSR on consumer behavior[END_REF].

Therefore, we seek to investigate how consumers evaluate a specific firm and its products (i.e., the perceived product quality) when given the information of the firm with (high vs. low) responsible engagements and to examine the effects of firm's country-of-origin (domestics vs. foreign), and its production process (artisanal vs. industrial) on perceived product quality.

As argued formerly, we expected that consumers in Vietnam would prefer foreign (vs. domestic) firm origin, favor industrial-made (vs. artisanal-made) products, and reflect their preferences positively on perceived product quality as well as on further outcomes (i.e., brand attitude and behavioral intentions).

Perceived product quality is usually considered as an important factor that impacts outcome H6: Perceived firm CSR motives negatively moderates the relationship between firm involvement in CSR and perceived product quality.

H7: CSR skepticism negatively moderates the relationship between firm involvement in CSR and perceived product quality.

In order to test these hypotheses, we conducted a scenario-based experiment in food sector.

The research design of the first quantitative study is presented in the next chapter.

SUMMARY OF CHAPTER 3

This Country-of-origin (domestic vs. foreign) is related to the perception that the country where the product is originated and the product properties itself share the same characteristics.

Generally, in occidental cultures, domestic products are preferred by consumers while in oriental cultures, consumers are more favorable of foreign brands.

Production process (artisanal vs. industrial) may influence the way people perceive product quality. Artisanal process is perceived to be able to keep the superior naturalness and the traditional aspects of products, while industrial process is associated with quality control process, lower price, and well-known brands. The industrial products are probably preferred by consumers in oriental countries.

Together with firm engagement in CSR, country-of-origin and production process were supposed to have impacts on perceived product quality. Then, in turn, perceived product quality has its effects on consumer attitudes toward the firm, purchase intention, and recommendation intention. Besides, consumption habituation (a course of consumption behaviors that a person performs automatically and repeatedly), perceived firm CSR motives (consumer perceptions of the motivation that firms may have when engaging in CSR activities), CSR skepticism (the doubtfulness toward firm engagement in CSR) might have the effects on the relationships between firm involvement in CSR and consumer evaluations (i.e., product quality). This leads to our empirical studies on the effects of three determinants above on consumer responses to CSR, with perceived product quality playing the role of a mediator, which we would present with more details in the following parts.

TO CSR IN FOOD SECTOR

This study aims to examine the effect of perceived product quality corresponding to three antecedents (firm involvement in CSR, firm country-of-origin, and production process).

Simultaneously, we would like to examine consumer responses on consumer attitude and their intentions to purchase and to recommend the product/the firm to others. After having exposed the research design of a scenario-based experiment (section 4.1), we successively present data collection (section 4.2), data analysis (section 4.3), discussion on the results (section 4.4) and in the end, the summary of this chapter.

RESEARCH DESIGN: A SCENARIO-BASED EXPERIMENT

We conducted a between-subject experiment to test our hypotheses, (i.e., to see the reactions of consumers when they were exposed to information about the firm involvement in CSR; the country-of-origin of the firm and the manufacturing process). Through this scenario-based experiment, we examined the effects of three manipulated variables on the outputs: consumers' attitude toward the firm, purchase intention, and recommendation intention.

Besides, in order to explain the responses of consumers toward the firm in food sector, related to specific product which was ground coffee, we also measured the constructs that were hypothesized to have the effects on consumers' responses. They were perceived firm involvement in CSR, perceived CSR firm motives, consumer skepticism about CSR, and habituation (of drinking coffee).

Experimental design

To examine the proposed hypotheses, we followed the factorial design using three treatments. Each treatment has two level of differences, forming the combination of treatments [START_REF] Kirk | Experimental design: Procedures for the Behavioral Sciences[END_REF], allowing to investigate the independent and simultaneous effects resulting from these treatments on randomly groups of respondents [START_REF] Aaker | Marketing Research[END_REF].

Specifically, we designed a 2 (CSR: high vs. low) x 2 (firm origin: domestic vs. foreign) x 2 (production process: artisanal vs. industrial) scenario-based experiment.

Notation system: The experiment would be denoted with: -------------------------------------------------------------EG6 R X6 (Foreign, Artisanal, High CSR)

EG1 R X1 (Domestic, Artisanal, Low CSR) O1 n = 75-80 -------------------------------------------------------------- EG2 R X2 (Domestic, Artisanal, High CSR) O2 n = 75-80 -------------------------------------------------------------- EG3 R X3 (Domestic, Industrial, Low CSR) O3 n = 75-80 -------------------------------------------------------------- EG4 R X4 (Domestic, Industrial, High CSR) O4 n = 75-80 -------------------------------------------------------------- EG5 R X5 (Foreign, Artisanal, Low CSR) O5 n = 75-80 -
O6 n = 75-80 - ------------------------------------------------------------

- EG7 R X7 (Foreign, Industrial, Low CSR) O7 n = 75-80 -------------------------------------------------------------- EG8 R X8 (Foreign, Industrial, High CSR) O8 n = 75-80
Where:

 EG: denotes an experimental group exposed to a treatment level, ranging from 1 to 8;  R: denotes random assignment of experimental groups and treatments;  X: denotes the exposure of groups to the manipulation, ranging from 1 to 8;

 O: denotes the observation or measurement of dependent variable, ranging from 1 to 8;

 n: denotes the expected number of observations;

 The line represents the separate groups of experiments with seperately randomly treatment levels.

We use no separate control groups. In this experiment, each of the treatments acts as a control group for the others. The point of this experimental design is to compare the different levels of experimental treatments [START_REF] Aaker | Marketing Research[END_REF].

This experiment was conducted under the form of an online survey. Given that people nowadays have been using more and more their daily tasks and communications through mobiles, we appreciated the Microsoft survey template that brought consumers an extra convenient option through answering directly from their phones, besides the options of responding on computer or laptop. The phone interface of Microsoft survey template helped to abroad the numbers of respondents in comparing to the only-computer template. At the time of conducting our studies, this template was free of charge, offering 200 responses for each time.

Scenario development

In the experiment, we employed scenarios, each depicting a short text about the fictive firm.

Among various food products, we chose ground coffee to be studied in the scenario-based experimental design. This product was daily-used and popular in Vietnam, the country of second ranked worldwide in the coffee export. The scenarios used A as the brand name of the ground coffee and X as the company name. This was to avoid confounding effects due to possible prior knowledge of consumers toward a specific brand name [START_REF] Hwang | Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services[END_REF].

The scenarios were corresponding to the 2-level treatments of each manipulated variable, resulting in 8 scenarios, as the table followed: The scenarios and questions in the experiment then were localized into Vietnamese, complying a standard back-translation procedure [START_REF] Brislin | Back-translation for cross-cultural research[END_REF]) and considering using the vocabularies suitable to daily context to avoid any bias due to academic terms.

Sample size of experiment

Based on the rules for sample size for experiments [START_REF] Hair | Multivariate data analysis[END_REF], each experimental group needs to achieve at least 30 observations. With 8 scenarios, the total required sample was supposed to be 240 observations. Totally, we had a data set of 623 respondents, among which each scenario excessed 75 responses, satisfying the sample size rule at the statistic power of 80%.

All participants were voluntary, and no payment was made. Participants were recruited through online social media and through snowball technique. Specifically, each respondent who had participated in this experiment then was encouraged to introduce this survey to other people in their networks (Hair Jr et al. 2017).

 Randomization

The respondents therefore were invited to choose one among 8 scenarios. Microsoft survey template allowed to shuffle all the scenarios so that number 1 was not always in the first line of choices, avoiding introducing bias because of prefixed position. Respondents therefore were offered to freely choose the scenario. However, through the first responses, we noticed the fact that the number 1 (scenario 1) was always the most favorite choice for participants, no matter how the order it was put. Next preferences were number 5 and number 7. Given this fact, we often checked the numbers of responses by scenarios so that we can immediately control balance among scenarios chosen. Each time unbalance happened with a considerably higher number for a certain scenario, this scenario would be switched off temporarily, allowing respondents to choose among remaining scenarios. By keeping this protocol, the randomization of the study was successfully conducted, and we made sure the balance of respondents allocated for each scenario. At the end, we harvested quite equitable numbers of responses by scenarios, ranging from 75 to 80 response for each.

 Short test for semantics

Before gathering the data for analysis, a short test for semantics was carried out to get the insights of respondents toward the format and content of the questionnaire. From feedbacks, we revised the questionnaire in terms of wording/translation on the phrases as well as the word usage which were seen "easy to be confused", "difficult to understand", or "too academic". The length of questionnaire was also reduced to minimize the inaccuracy of responses [START_REF] Currás-Pérez | Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction[END_REF]. The total time needs for answering the questionnaire was about 8 minutes, which then was communicated in the introduction of the online template.

Flow of experiment

We designed the flow of the experiment as in the figure below.

Firstly, participants were invited to choose among eight numbers from 1 to 8, corresponding to scenario 1 to 8 about a fictive firm, named company X. Eight scenarios are the combination of three conditions (low vs. high-CSR involvement of firms; craft-made vs. industrial made; domestic vs. foreign origin). The numbers of scenarios are ordered randomly each time.

Then, a written scenario was presented. Each of participant was given to read one separate scenario only. The scenario involved with a new coffee product to be launched by a fictive firm.

Figure 4.13. Flow of experiment 1

After choosing a scenario, participants are asked to read it carefully as long as they want before answer to the questionnaire.

 Manipulation check

In order to ensure that participants perceive and understand correctly the treatments that they are exposed in the experiment (Perdue and Summers 1986, Hoewe 2017), manipulation check were carried out with 3 statements related to the stimulus: (1) CSR involvement of firm (high vs. low), (2) firm origin (domestic vs. foreign) and (3) production process (craft-made vs. industrial-made). To avoid the fact that manipulation check process might impact and pollute the responses of participants [START_REF] Kühnen | Manipulation checks as manipulation: Another look at the ease-of-retrieval heuristic[END_REF], the statements related to manipulation check were only processed after participants had already read their scenarios and responded to questions used to measure the variables. These statements were put at the end of the questionnaire, right before demographic questions. Participants were invited to read three statements approximately three stimuli, including 'The activities that company X does in the scenario are low/high CSR-involved'; 'The coffee product of company X is craftmade/industrial-made'; and 'Company X is a domestic/foreign one'. At the same time, they were asked to rate their agreement on each statement through a 1-to-7 scale, where 7 were the favorable end. The purpose was to measure how good the experimental design was. In other words, we would like to double-check whether participants were well understood and correctly reacted to the predesigned conditions as expected [START_REF] Hair | Multivariate data analysis[END_REF].

Finally, we asked them some demographic questions at the end of the questionnaire. The items were related to their current frequency of drinking coffee, coffee purchases, gender, age, current living place, education, and approximate income as well.

Measurements

Three manipulated variables include: (1) CSR involvement of firm, (2) firm origin, and (3) production process.

Two levels of firm engagement in CSR (low vs. high level) are associated with the activities of environmental domain (3 activities) and philanthropic domain (3 activities), adapted from the measure of [START_REF] Mohr | The effects of corporate social responsibility and price on consumer responses[END_REF]. We did not introduce a scenario with no CSR engagements at all or engagement in bad activities. To be noticeable, with the information of absolute irresponsible firms, it is easy to induce consumers to response absolutely negatively, which in turn increase the bias of floor effects which means that the stimulus are too obviously [START_REF] Elder | The "visual depiction effect" in advertising: Facilitating embodied mental simulation through product orientation[END_REF]).

 Low level of treatment: the activities were simplified and described as inadequate number of social responsibilities, using the adverbs of frequency such as 'sometimes' and 'but very rarely'.

 High level of treatment: the firm fulfilled the social responsibilities, described with 'as much as possible' and 'regularly'.

Two treatment levels of firm origin (domestic vs. foreign) and production process (artisanal vs. industrial) were also used in the experiment.

 Measured variables:

Perceived CSR of consumers was measured through 4-item scale (Currás-Pérez et al. 2009).

Likert scale was used (1= Strongly disagree; 7 = Strongly agree).

Product quality was measured through 3-item scale [START_REF] Habel | Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness[END_REF]. Consumers were asked to rate the quality of product as (very poor quality/ very high quality;

inferior/superior; poorly made/well made) corresponding to 7-point semantic differentiate scale.

Attitude toward the firm was measured through 3-item scale [START_REF] Lii | Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm[END_REF]. 7-point semantic differentiate scale type was used (dislike/like; unfavorable/favorable; negative/positive).

Purchase intention of consumers was measured through 3-item scale [START_REF] Putrevu | Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions[END_REF]Lord 1994, Coyle and[START_REF] Coyle | The effects of progressive levels of interactivity and vividness in web marketing sites[END_REF] in (Öberseder et al. 2014). On the online survey template, the 11-point behavioral intention scale (with 0 = Definitely not will; 10 = Definitely will) was displayed similarly as a real ruler which facilitates participants to determine the extent of processing for further actions.

Recommendation intention of consumers was measured through 2-item scale [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF]. The same 11-point behavioral intention scale (with 0 = Definitely not will; 10 = Definitely will) was employed.

Perceived CSR firm motives was measured through 13-item scale (4 dimensions) [START_REF] Ellen | Building corporate associations: Consumer attributions for corporate socially responsible programs[END_REF][START_REF] Vlachos | Corporate social responsibility: attributions, loyalty, and the mediating role of trust[END_REF]. A 7-point Likert scale was used (1= Strongly disagree; 7 = Strongly agree).

VARIABLES AND INDICATORS

3 They are trying to give something back to the community.

Stakeholder driven

1 They feel their customers expect it. 2 They feel society in general (i.e., consumers) expects it. 3 They feel their stockholders expect it. 4 They feel their employees expect it. Egoistic 1 They are taking advantage of the non-profit organization to help their own business.

2 They are taking advantage of the cause to help their own business. 3 They want it as a tax write-off. Strategic 1 They will get more customers by doing this activity. 2 They will keep more of their customers by doing this activity. 3 They hope to increase profits by doing this activity. Perceived product quality [START_REF] Habel | Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness[END_REF] [START_REF] Skarmeas | When consumers doubt, watch out! The role of CSR skepticism[END_REF] 1 It is doubtless/doubtful that this is a socially responsible company.

2 It is certain/uncertain that this company is concerned to improve the well-being of society. 3 It is sure/unsure that this company follows high ethical standards.

4 It is unquestionable/questionable that this company acts in a socially responsible way.

Attitude toward the firm (Lii and Lee 2012)

Please indicate your overall attitude toward company X: 1 dislike---like 2 unfavorable---favorable 3 negative---positive Purchase intention [START_REF] Coyle | The effects of progressive levels of interactivity and vividness in web marketing sites[END_REF]Thorson 2001, Putrevu and[START_REF] Putrevu | Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions[END_REF] 1 It is very likely that I will buy products from company X. 2 I will purchase products from company X the next time I need coffee. 3 I will definitely try other products from company X. Recommendation intention [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF] 1 I would say positive things about company X to other people. 2 I would recommend company X if anyone asked me for advice.

Afterwards, we applied almost the same experiment that we conducted in food sector to another sector, skincare and cosmetics, in order to see how robust our results were and to examine deeper in the link between consumers' auto-evaluation of their own responsible behaviors and their response to firm efforts on CSR. The table below presents the actual behaviors of participants in terms of drinking and buying coffee. Approximately 48% of respondents have the coffee drinking habit of at least once per day.

DATA COLLECTION

Concerning to purchasing habit, the majority of participants normally purchase coffee product for their own usage (49%) or for others' usage (31%).

 Reliability and validity of measurement

The table below shows the reliability analysis of measurement scales. All Cronbach's alphas are satisfactory, ranging from 0.749 to 0.944, over the threshold of 0.70.

The scales are validated through factor analysis. The table below shows the factor loading of each item on its variable. All the factor loadings are high, ranging from 0.728 to 0.957, except one item measuring self-identity dimension of habituation (factor loading of 0.649) which is acceptable.

Concerning Habituation variable with totally twelve measured items in the original scale by [START_REF] Verplanken | Reflections on past behavior: a self-report index of habit strength[END_REF], we conducted the reduce dimension process. The results reveal that three components (or dimensions) help to explain 75,15% total variance of the variable.

In the same manner, Habituation is defined by a set of questions related to the automaticity of the behavior; his/her frequency to carry out that behavior as well as how the behavior define the self-identity of that person (Verplanken andOrbell 2003, Labrecque et al. 2017). Therefore, face validity is also processed based on our judgment [START_REF] Hair | Multivariate data analysis[END_REF]) together with reduce dimension process (by SPSS) to assign twelve items into three relevant dimensions above. They are 'automatic activation' (5 items),

'behavioral frequency' (3 items), and 'self-identity' (4 items) as the table below.

 Descriptive Statistics

Responses by conditions

Responses by conditions

Total: 595 responses

Descriptive statistics of measured variables

The table below presents the overall descriptions of variables measured in this study.

Descriptive statistics show the value of min, max, mean and standard deviations of each item in the measured variables.

The mean values of perceived CSR of consumers (4-item scale) are between 5.03 and 5.48 on a 7-point Likert scale. Standard deviations are between 1.560 and 1.672.

 Manipulation check

This study is designed as 2 (CSR: high vs. low) x 2 (firm origin: domestic vs. foreign) x 2 (production process: artisanal vs. industrial) between-subject experiment. Prior to further analysis, we examine whether the manipulations are adequately conducted.

Conducting independent samples t-tests in SPSS, we seek for the statistical differences between two conditions of each above stimulus.

The results of t-test, on two levels of manipulation of CSR involvement, show that the two conditions of low CSR (M = 4.92, SD = 1.550) and high CSR (M = 5.52, SD = 1.326) are significantly different at t(594) = -5.144, p< 0.001.

The results obtained from t-test on two conditions of firm origin including domestic firm (M = 3.55, SD = 2.308) and foreign firm (M = 5.20, SD = 2.162) are significantly different at t(480) = -8.721, p< 0.001.

On the final manipulation of production process, the results of t-test also reveal the significant difference between the craft-made (M = 3.31, SD = 2.137) and industrial-made (M = 5.86, SD = 1.541) at t(532) = -16.679, p< 0.001.

The results of manipulation check are showed in table 5 below, suggesting all three stimuli are successfully manipulated.

Hypotheses testing

 The effects of stimulus

In this experiment, each of three stimuli has two conditions. Specifically, the manipulations are designed as 2 (CSR involvement of firm: high vs. low) x 2 (firm origin: domestic vs. foreign) x 2 (production process: artisanal vs. industrial). No control group is employed.

Before further analysis, we recoded and transformed the scenarios into three separated new variables including CSR involvement (low-CSR: code 1; high-CSR: code 2), firm origin (domestic: code 1, foreign: code 2), and production process (artisanal: code 1, industrial: code 2).

Main effects of stimulus on consumer attitude and behavioral intentions

Firstly, we examine the main effects of three above stimuli on consumer attitude and behavioral intention (i.e., purchase and recommendation) toward the coffee product described in the corresponding scenarios.

We conducted multivariate analysis of variance (MANOVA) with CSR involvement, firm origin, and production process as independent variables and consumer attitude, purchase and recommendation intention as dependent variables.

The results reveal the effects of firm involvement in CSR on consumer attitude, purchase and recommendation intention are significant, supporting our previous hypotheses. Specifically shown in the table below, participants exposed to scenarios related to high level of firm involvement in CSR result in higher attitude score toward the firm than those with low level of firm involvement in CSR (Mlow-CSR= 5.36;

Mhigh-CSR= 6.00; F= 46.56; p < 0.001). By the same token, they report higher purchase intention F= 27.87; p < 0.001) as well as higher recommendation intention F= 29.43;p < 0.001) comparing to those given scenarios with low level of firm involvement in CSR.

However, no evidence of the main effect is found on consumer attitude, purchase and recommendation intention from two conditions of firm origin (domestic vs. foreign) (p > 0.1) and two conditions of production process (artisanal vs. industrial) (p > 0.1).

In other words, there are no significant differences on consumer attitude and behavioral intention among the participants given the scenarios in which the firm is domestic and those given the scenarios in which the firm is foreign.

In the same manner, the participants who read scenarios in which the coffee is produced in artisanal way are not significantly different from those with industrial way of production in terms of consumer attitude and behavioral intentions.

Tests of between-subject effects for all three stimuli also do not reveal any interaction effects among them on attitude toward the firm and behavioral intention (all p > 0.1).

Firm involvement in CSR, perceived CSR and gender

We run 2-way ANOVA with firm involvement in CSR (manipulation: low vs. high) and gender as independent variables and perceived CSR as dependent variable. As presented before, perceived CSR are in metric scale, measured by four items [START_REF] Currás-Pérez | The role of self-definitional principles in consumer identification with a socially responsible company[END_REF]) by a 7-point Likert scale (1= strongly disagree; 7 = strongly agree).

The results reveal that the perceptions of consumers are significantly different in terms of gender (Mmale = 5.01, Mfemale = 5.38; F = 7.848, p < 0.10). On an average, female consumers showed more positive perception toward firm engagement in CSR as compared to male, given the same condition (low or high-CSR).

 Mediating effects of perceived product quality

We hypothesized that perceived product quality plays a mediating role on the effect of firm engagement in CSR on consumer attitude and behavioral intentions. In order to test this hypothesis, we conducted analysis through Hayes's (2021) process macro v3.5.2 (model 4).

The results reveals that perceived product quality mediates the effect from firm engagement in CSR on consumer attitude toward the firm. The table below presents the direct effect, indirect, and total effect in which all the effects are positive and significant (p < .001) as well as the percentile bootstrap confidence interval does not include zero. The analysis is repeated with purchase intention and recommendation intention as dependent variable, correspondingly. The tables below present the analysis results, giving the evidences that all the direct, indirect and total effect are positive and significant. The percentile bootstrap confidence interval does not include zero for both analyses.

 Mediating effects of CSR Skepticism

As we hypothesized that CSR skepticism plays the role of moderator, we conducted a moderating model through Hayes' s (2021) process macro v3.5.2 (model 1) with firm involvement in CSR as dependent variable, perceived product quality as dependent variable, and CSR skepticism as moderating variable. However, the moderating effect is not significant.

We then re-conducted a mediating model through Hayes' s (2021) process macro v3.5.2 (model 4) with CSR Skepticism as mediating variable.

We found that CSR skepticism plays the mediating role on the influence of firm involvement in CSR (manipulating variable) on perceived product quality (with p<.001).

It is interesting that the effect of CSR skepticism on perceived product quality is negative, revealing that the higher CSR skepticism a consumer is; the lower evaluation he/she would evaluate on product quality.

The direct effect and total effect are significant (both p <.001). For the indirect effect the percentile bootstrap confidence interval does not include zero.

 Moderating effects of firm CSR motives

Firm CSR motives is measured through four dimensions consisting of value-driven ( 3 items), stakeholder-driven (4-items), egoistic (3 items), and strategic (3 items) [START_REF] Ellen | Building corporate associations: Consumer attributions for corporate socially responsible programs[END_REF][START_REF] Vlachos | Corporate social responsibility: attributions, loyalty, and the mediating role of trust[END_REF].

We tested the hypothesis of moderating effect through Hayes' s (2021) process macro v3.5.2 (model 1). However, the value-driven dimension of the scale does not result in statistical significance. We then replicated the test with the three other dimensions combined (SES -stakeholder-driven, egoistic, and strategic motives).

The table below illustrates the interacting effect of firm CSR motives toward firm involvement in CSR was significant (p = .003). It is noticeable that the coefficient of the effect is negative. In other words, the perceived product quality would be lower when consumers perceive the firm motives strongly related to firm-self benefits.

The value of Johnson-Neyman of 5.711 represents the point from there the moderating effect of firm CSR motives is no more statistically significant (p ≥ .094).

 Moderating effects of consumption habituation

We tested our hypothesis through Hayes' s (2021) process macro v3.5.2, using model 1.

The analysis results reveal no evidence for the moderating effects of Habituation on the relationship of firm involvement in CSR and consumer attitude and behavioral intentions (p > 0.10).

Alternatively, we replicated the analysis with perceived CSR as independent variable and habituation as moderating variable.

With purchase intention as dependent variable in the moderating model, the interacting effect of habituation and perceived CSR (X*W) is statistically significant (coeff. = -.080; p = 0.001). The negative sign of coefficient represents the negative effect of the interaction between perceived CSR of consumers (X) and habituation (W) on purchase intention. Besides, there is no transition point of the moderating effect, suggesting this moderating effect is significantly on the entire range of the data [START_REF] Hayes | Introduction to mediation, moderation, and conditional process analysis: A regression-based approach[END_REF].

These results support our prediction that among consumers at the same degree of perceived CSR, those who have higher degree of habituation would result in lower purchase intention for the new coffee product.

We then replicated the analysis with consumer attitude toward the firm and recommendation intention as dependent variables, respectively. However, the moderating effect of habituation is not statistically significant in the model when the outcome variable is consumer attitude (p-value is approximate 0.10). Also, when the outcome variable is recommendation intention, the moderating effect of habituation is not statistically significant either (p > 0.05).

The frequency of drinking coffee and consumption habituation

In order to test the consistency of drinking coffee frequency and habituation scale, we firstly ran correlation test. The results reveal high correlation with the coefficient of 0.602.

As there are many categories in drinking coffee frequency (already recoded into values: 0 = I don't drink coffee; 1 = Sometimes; 2 = 1 time/day; 3 = 2 times/day; 4 = 3 times/day or more), we conducted one-way ANOVA.

The results of ANOVA reveal that there is significant difference among groups (F = 68.412, p < 0.001). Besides, the habit score increases together with the frequency of drinking coffee. To understand deeper, we conducted the post-hoc tests for multi comparisons among groups.

The results show that the subsample of those who "do not drink coffee" and those who "drink sometimes" (p < 0.001 for both groups) are significantly different from the subsample of those who "drink coffee once or more".

Among those who "drink coffee daily" (no matter how many times a day, e.g., 1, 2, 3 times or more), post-hoc tests show no significant difference between these groups (p > 0.05). This suggests that once a person drinks coffee repeatedly each day, the drinking coffee habit has been established. In other words, their habituations are significantly different in comparing to those who do not drink or drink sometimes, but there is no evidence for the higher habit score among those who drink coffee daily. This is to say, the frequency of the behavior (drinking coffee) contributes to the consumption habituation rather than the quantity of consumed coffee.

DISCUSSION

In this section, we discuss about the mediating role of perceived product quality on the relationship between firm involvement in CSR and further outcomes (attitudes and behavioral In the experiment, we did not give any information of technical quality control which usually serve as the basis for actual quality of products. Participants were merely exposed to the scenarios related to how the firm engaged in CSR. It is interesting that the cue of CSR could induce some sort of evaluations related to product quality. In turn, the positively perceived product quality results in positive intentions of purchasing and recommending the product, as well as a more favorable attitude toward the firm.

Moderating role of consumption habituation

Habituation significantly moderated the impact of perceived CSR on purchase intention.

However, no evidence of the moderating role of habituation was found when the outcome variables were consumer attitude or recommendation intention.

Higher level of firm involvement in CSR resulted in higher perceived CSR, and in turn, resulted more positive attitude toward that firm as well as higher degree of behavioral intention (for both purchase and recommendation). However, when the habit of drinking coffee took position (stronger habit, in other words), the habit seemly reduced the impact of perceived CSR on the outcomes, but not all of them. The influence of perceived CSR among consumers on their attitude toward firm and their intention of recommendation were not under moderating effect of habituation. Interestingly however, when dealing with more engaged intention (i.e., buying in this circumstance), comparing to consumers who had low degree of coffee drinking habit, those who had higher degree of coffee drinking habit revealed lower intention of purchase for the new launching coffee product. It was noticeable that previously they did appreciate the firm commitment in CSR but this was not reflected in their intentions afterwards. The purchase intention created because of good image of the firm in terms of doing good for society and environment was pulled back due to the attachment toward their current coffee drinking habit. Through this moderating effects of habituation on relationship of perceived quality and target consumers behaviors (i.e., purchasing), our study confirmed the results on the same issues [START_REF] Labrecque | Habit slips: When consumers unintentionally resist new products[END_REF]. We went further by providing explanation for the circumstance when a part of consumers even though was favorable to new products but finally still did not buy it.

This interpretation was significant within the experiment product (coffee) and therefore, the implication for other type of products should be carried out under consideration while taking into account the habituation related to that type of products.

Moderating role of perceived firm CSR motives

Through this study, we found that not all four dimensions of firm CSR motives (i.e., Valuedriven, Stakeholder-driven, Egoistic, and Strategic) have the same impacts on consumer evaluations but only the combination of three dimensions related to firm-self benefits (SES motives: Stakeholder-driven, Egoistic, and Strategic). Besides, the negative direction of the moderating effect indicates that the perceived product quality would be lower when consumers perceive the firm motives strongly related to firm-self benefits. Our findings are consistent to those of Hildebrand et al. ( 2017) who suggested that consumers evaluate a company more favorably when its activities related to in-kind contributions (i.e., associated to values and emotions) rather than monetary ones.

No effect of country-of-origin and production process

Despite having successfully manipulated all three variables (firm involvement in CSR, firm origin, and production process), we obtained no considerable differences between experiment groups for the two manipulated factors: firm origin (domestic vs. foreign) and production process (artisanal vs. industrial). These are contradictory to previous studies had noted the important impacts of country-of-origin [START_REF] Bilkey | Country-of-origin effects on product evaluations[END_REF][START_REF] Elliott | Consumer perception of product quality and the country-oforigin effect[END_REF][START_REF] Verlegh | A review and meta-analysis of country-of-origin research[END_REF] and production process [START_REF] Dubé | The Healthier the Tastier? USA-India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels[END_REF][START_REF] Rivaroli | Consumers' perception of food product craftsmanship: A review of evidence[END_REF]) on consumer evaluations of products (e.g., perceived product quality), which in turn impacted on the attitude toward firms as well as their behavioral intentions. Specifically, many studies on different product categories had suggested consumer preferences especially in food category (e.g., cheese, wine, or beer [START_REF] Kupiec | Speciality and artisanal cheeses today: the product and the consumer[END_REF]Revell 1998, Aquilani et al. 2015).

However, our experiment in the context of oriental market did not detect any evidence for the impact of firm origin and production process on consumers' evaluation of product quality, attitude toward the firm and behavioral intention afterwards. In other words, these two factors had no effect on measured outcomes, at least for the coffee product tested in the experiment. As such, the implication for other product types should be made under consideration while taking into account consumers' habituation related to the product category.

CSR skepticism and "hidden" CSR-related values

Different from our hypothesis that CSR skepticism plays the moderating role in the relationship between firm engagement in CSR and consumer responses to it, we found that CSR skepticism mediates this effect in a counterintuitive manner. Probably, when given a scenario related to high (vs. low) firm involvement in CSR, consumers -corresponding to the CSR-related values -may form some certain judgements on the firms, which in turn have an impact on their skepticism on the CSR activities of that firm. The mediating role of CSR skepticism in our findings is consistent with the suggestions in several studies [START_REF] Moreno | How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications[END_REF]Kang 2020, Amawate and[START_REF] Amawate | Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator[END_REF]. This leads us to examine and explain the consumers' "hidden" CSR-related values that could have effect on their evaluations. More details will be presented in the next chapters.

SUMMARY OF CHAPTER 4

The chapter gave answers for research question n 0 2 (What are the relative impacts of firm involvement in CSR, firm origin and production process on perceived product quality and the consequences on consumers' attitudes and behavioral intentions?) and a part of research question n 0 3 (Which factors that can explain the mechanisms behind consumers' perceptions and their responses to CSR?).

The scenario-based experiment in this chapter formed a bridge between two components: firm green involvement and consumers' responses. Among three manipulated variables, we found the main effect of firm involvement in CSR on perceived product quality, attitude toward the firm, purchase intention, recommendation intention. However, no evidence of the same effect of firm origin and production process was found.

Moreover, perceive product quality played the essential role of a mediator. Notably, consumers formed their own evaluations of product quality even though no cue of quality control was given but only the information of how the firm engaged in CSR activities.

Contradictory to our assumption, CSR skepticism does not play the role of moderator but instead of mediator between the relationship of CSR involvement on perceived product quality.

Furthermore, we found that habituation moderates the effect of perceived CSR on purchase intention but not on other two outcome constructs (attitude toward the firm and recommendation intention). Besides, partly perceived firm CSR motives (those related to stakeholder-driven, egoistic, strategic -SES) also moderate the effect of CSR involvement on perceived product quality.

The results of this experiment guided us for the replicated experiment in another sector (cosmetics and skincare) that would be presented in the next chapter.

PART III| BENEATH THE SURFACE: FACTORS EXPLAINING CONSUMER RESPONSES TO CSR

CHAPTER 5| LITERATURE REVIEW ON FACTORS EXPLAINING CONSUMER RESPONSES TO CSR

Numerous studies have examined consumer and responses to CSR but the mechanism of how, when, and why consumers reacting to CSR still remains unclear. In this chapter, we review the current literature on the factors that together could explain the variances in consumer responses to firm engagement in CSR. They include the individual beliefs connected with the values explaining responsible consumption like mindfulness (section 5.1), voluntary simplicity (section 5.2), connectedness to nature (section 5.3), internal locus-of-control (section 5.4), death anxiety (section 5.5). as well as the general beliefs about social responsibility for themselves like consumer green values (section 5.6). Together with each section, we introduce the corresponding hypothesis of its effect on the relationship between firm engagement in CSR and consumer responses to it. The last section summarizing the chapter will be presented in the end of the chapter.

MINDFULNESS AND GREEN CONSUMPTION

Aligned with Buddhism philosophy, mindfulness refers to the inner stillness of the mind as a tranquil and soothing response to present moment [START_REF] Shapiro | Embodied cognition[END_REF]Carlson 2009, Grossman 2015) [START_REF] Shapiro | The art and science of mindfulness: Integrating mindfulness into psychology and the helping professions[END_REF][START_REF] Grossman | Mindfulness: awareness informed by an embodied ethic[END_REF]. In the simplest way of understanding, mindfullness is the "here and now" attitude, emphasizing the presence of the mind and the acceptance of the happening events as they are, without judging or evaluating (Brown andRyan 2003, Geiger et al. 2018). Usually studied as a factor related to well-beings, mindfulness has been recently received significant attention of scholars and considered an important notion relating to sustainable consumption [START_REF] Amel | Mindfulness and sustainable behavior: Pondering attention and awareness as means for increasing green behavior[END_REF][START_REF] Barbaro | Mindfully green: Examining the effect of connectedness to nature on the relationship between mindfulness and engagement in pro-environmental behavior[END_REF][START_REF] Schutte | Mindfulness and connectedness to nature: A meta-analytic investigation[END_REF], Geiger et al. 2019).

Extant research describes mindfulness through multi-facets of the mind such as two main dimensions including attention and awareness (Brown andRyan 2003, Rau and[START_REF] Rau | Dispositional mindfulness: A critical review of construct validation research[END_REF]; five facets as in in the measurement of Kentucky Inventory on Mindfulness Skills (KIMS)

by [START_REF] Baer | Assessment of mindfulness by self-report: The Kentucky Inventory of Mindfulness Skills[END_REF]. They include observe inside (e.g., the sensations while walking or showering), observe outside (e.g., sounds, aromas, visual elements), describe (e.g., finding words to express feelings or sensations), act with awareness (e.g., being absorbed in what is done), and act without judgment (e.g., do not criticize the emotions of oneself) [START_REF] Baer | Assessment of mindfulness by self-report: The Kentucky Inventory of Mindfulness Skills[END_REF][START_REF] Baer | Using self-report assessment methods to explore facets of mindfulness[END_REF][START_REF] Höfling | A short version of the Kentucky inventory of mindfulness skills[END_REF].

Mindfulness also can be described broadly with seven aspects in the Comprehensive Inventory of Mindful Experiences scale (CHIME), introduced by [START_REF] Bergomi | Meditation practice and self-reported mindfulness: a cross-sectional investigation of meditators and non-meditators using the comprehensive inventory of mindfulness experiences (CHIME)[END_REF]. They reflect the acceptance (e.g., being tolerant to ourselves when making mistakes), acting consciously (e.g., not being get distracted in the present), awareness (e.g., noticing the changes in body or the environment around), decentering (e.g., notice the distressing thoughts without acting something immediately), openness (e.g., not trying to hide when having unpleasant emotions), relativity of thoughts (e.g., believe that the evaluations or thoughts are changeable), and loving insight (e.g., understanding that the actual situation is not always as difficult as thought) [START_REF] Bergomi | Meditation practice and self-reported mindfulness: a cross-sectional investigation of meditators and non-meditators using the comprehensive inventory of mindfulness experiences (CHIME)[END_REF]. No matter how many facets that mindfulness was defined, scholars have come to a consensus that mindfulness urges people to appreciate the present moment and find the system of inner values that gives them happiness and life satisfaction.

Though not very numerous, recent studies found evidences of mindfulness' effects on individual sustainable behaviors. Since mindfulness encourages us to respect the "here and now" moment, it induces people to reconsider the values of their lives. In other words, there is a correlation between mindfulness and ecological consciousness, which is akin to sustainable behaviors referring to a large span of activities that consumers can perform to protect/reduce harm to environment and retain the resources for future generations [START_REF] Ericson | Mindfulness and sustainability[END_REF][START_REF] Geiger | Mindfully green and healthy: An indirect path from mindfulness to ecological behavior[END_REF][START_REF] Li | Mindfulness in ethical consumption: the mediating roles of connectedness to nature and self-control[END_REF]. Consciously or not yet, those who are mindful also perform some kinds of sustainable behaviors such as reducing consumption, improving their well-beings in a natural and environmental-friendly manner, carrying out the responsible attitudes and actions, which are closely related to the notion of "green values" [START_REF] Mayer | The connectedness to nature scale: A measure of individuals' feeling in community with nature[END_REF][START_REF] Amel | Mindfulness and sustainable behavior: Pondering attention and awareness as means for increasing green behavior[END_REF][START_REF] Fischer | Mindfulness and sustainable consumption: A systematic literature review of research approaches and findings[END_REF]. Later, we would review the relating literature of consumer's green values with more details.

Through the review of current literature above, we set the hypothesis as follows:

H8: Mindfulness has a positive effect on green values of consumers.

VOLUNTARY SIMPLICITY LEADS TO CONSCIOUS CONSUMPTION

For such a long time, media and advertising have been propagating that purchasing and owning as much as possible bring people happiness, pleasure and satisfaction, as if it would have been an apparent fact. Urging consumers to purchase more and more brings revenues for firms but whether this is the only way for people to be satisfied in life?

In contrast to consumerism which motivates robust consumption, voluntary simplification has emerged recently, enhancing the tendency to buy less and own less, or "conscious consumption". Although much discussed in recent years as a trendy movement adhere to minimalistic consumption lifestyle, this concept is not totally new. Already in 1965, Richard

Wollheim, a British philosopher, advocated minimalism as a way of living (Oliveira de [START_REF] Oliveira De Mendonça | The minimalist process: An interpretivist study[END_REF][START_REF] Pangarkar | Minimalism in consumption: A typology and brand engagement strategies[END_REF]. Revolving from the idea of freeing oneself from attachment, it is really akin to the core discussion of Buddhist tenet indicating that attachment is one among original causes of sufferings [START_REF] Gunasekara | Basic Buddhism: An outline of the Buddha's teaching[END_REF][START_REF] Sahdra | A scale to measure nonattachment: A Buddhist complement to Western research on attachment and adaptive functioning[END_REF][START_REF] Daniels | Buddhism and sustainable consumption. Ethical principles and economic transformation-A Buddhist approach[END_REF][START_REF] Thich | A Buddhist approach to consumption[END_REF]. Therefore, the detachment from excessive materials brings in the feelings of release, and therefore, set people free for a new and lighter life, just as extant research reveals that materialism is negatively related to life satisfaction [START_REF] Richins | A consumer values orientation for materialism and its measurement: Scale development and validation[END_REF][START_REF] Urien | On the role of materialism in the relationship between death anxiety and quality of life[END_REF][START_REF] Kuanr | I (do not) consume; therefore, I am: Investigating materialism and voluntary simplicity through a moderated mediation model[END_REF].

Existing studies found the direct link between voluntary simplicity and sustainable consumption (Lee andAhn 2016, Pangarkar et al. 2021). The concept is related to the simplification of material ownership, which is a way to reserve the resources (e.g., finances, energy, attentions) and make room for the important purchases that are really necessary. As can be seen, while encouraging people to limit their excess buying behaviors, the idea of simplicity might lead to responsible behaviors [START_REF] Shama | The Voluntary Simplicity Consumer[END_REF][START_REF] Meissner | Against accumulation: lifestyle minimalism, de-growth and the present postecological condition[END_REF][START_REF] Kuanr | I (do not) consume; therefore, I am: Investigating materialism and voluntary simplicity through a moderated mediation model[END_REF].

At the same time, the behavior of reducing consumption, which is broadly seen among voluntary simplifiers, belongs to the span of sustainable behaviors (Leonard- [START_REF] Leonard-Barton | Voluntary simplicity lifestyles and energy conservation[END_REF][START_REF] Mcdonald | Toward sustainable consumption: Researching voluntary simplifiers[END_REF][START_REF] White | How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework[END_REF]. With green motivation or not yet, while focusing on the most necessary products and avoiding repurchase, those practicing simplification have already put their first steps in the path of sustainable consumption, consistent with green values.

We therefore introduced the hypothesis as follows:

H9: Voluntary simplicity has a positive effect on green values of consumers.

CONNECTEDNESS TO NATURE AND SUSTAINABLE VALUES

Connectedness to nature was defined as the comfortable, relaxing or healing feelings when someone let himself/herself in the natural world. It is also described as one considers the natural environment as one among notions that shape up his/her identity [START_REF] Schultz | Inclusion with nature: The psychology of human-nature relations[END_REF][START_REF] Clayton | Identity and the natural environment: The psychological significance of nature[END_REF]. Moreover, contact with nature gives people a good state of mind, which in turn benefits them with great psychological and health impacts. Substantial research on this subject showed that letting oneself contact with nature might tremendously contribute to cure patients from mental illness such as anxiety disorder and depression [START_REF] Capaldi | The relationship between nature connectedness and happiness: A metaanalysis[END_REF][START_REF] Mcmahan | The effect of contact with natural environments on positive and negative affect: A meta-analysis[END_REF][START_REF] Richardson | Reflective self-attention: A more stable predictor of connection to nature than mindful attention[END_REF].

The connection with nature is not only in terms of feeling free but also of feeling to be home, the happiness of being "safe and sound" [START_REF] Nisbet | Happiness is in our nature: Exploring nature relatedness as a contributor to subjective well-being[END_REF][START_REF] Capaldi | The relationship between nature connectedness and happiness: A metaanalysis[END_REF]. It seems that those who feel themselves to be connected to nature usually find the strong relationship and harmonization between human beings and the nature world. Looking under this lens, it helps to understand why those who had got the feelings of oneness with the natural would have the propensity to protect it [START_REF] Leary | Allo-inclusive identity: Incorporating the social and natural worlds into one's sense of self[END_REF][START_REF] Nisbet | The nature relatedness scale: Linking individuals' connection with nature to environmental concern and behavior[END_REF]. Put in this light, the notion of nature relatedness is linked closely to ecological consciousness, performing their purchases based on the systems of values that favor the planet and future generations [START_REF] Mayer | The connectedness to nature scale: A measure of individuals' feeling in community with nature[END_REF]Frantz 2004, Barbaro and[START_REF] Barbaro | Mindfully green: Examining the effect of connectedness to nature on the relationship between mindfulness and engagement in pro-environmental behavior[END_REF].

Though not very numerous, recent studies found that connectedness to nature is a contributing factor that foster people to perform sustainable behaviors and/or to adopt green products [START_REF] Hartmann | Nature imagery in non-green advertising: the effects of emotion, autobiographical memory, and consumer's green traits[END_REF][START_REF] Dong | Love of nature as a mediator between connectedness to nature and sustainable consumption behavior[END_REF][START_REF] Li | Mindfulness in ethical consumption: the mediating roles of connectedness to nature and self-control[END_REF]). Since the effects may not be straightaway and obvious, it is worthy to examine deeper whether connectedness to nature helps to build a set of ecological values (or green values), which in turn inducing someone to behave environmental-friendly.

As such, we formed the following hypothesis:

H10: Connectedness to nature has a positive effect on green values of consumers.

LOCUS-OF-CONTROL AND THE VALUES OF SUSTAINABILITY

Locus-of-control has received increasing attention in the domain of consumption research in recent years. This concept is to indicate the stand of controlling one's life, containing two propensities: internal vs. external locus-of-control. Specifically, internal locus-of-control is to consider what happens to one's life depends on his or her decisions, perspectives, or mistakes;

while external locus-of-control is to indicate that one cannot do anything for what happens to his or her life which is dependent on the circumstances or random events happening around [START_REF] Lefcourt | Locus of control[END_REF][START_REF] Wong-Mcdonald | A multivariate theory of God concept, religious motivation, locus of control, coping, and spiritual well-being[END_REF][START_REF] Lefcourt | Locus of control: Current trends in theory & research[END_REF]. Once the believes of control are established, a person thus forms the next believes related to his or her chains of actions. Consistently, those who believes that they can control over their lives and events happen to them (i.e., related to internal locus-of-control), therefore, might actively choose what to do rather than stay and wait, and vice versa for those who are external locus-ofcontrol.

Recently, scholars in consumer behavior found the link between internal locus-of-control and the participation of sustainable consumption [START_REF] Cleveland | It's not easy being green": Exploring green creeds, green deeds, and internal environmental locus of control[END_REF][START_REF] Cheng | Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption: the roles of environmental involvement and locus of control[END_REF]. It is likely that the raising hands for sustainable movements come from those who believe that they can control their lives and who are more determined in giving active actions (i.e., internal locus-of-control). Put in this light, they may be inclined to support for values of sustainability and the long-lasting prosperity because this tendency, inherently reflecting durable living conditions, is suited with the locus-of-control characteristics. Though not so numerous, recent studies found that a person with internal locus-of-control personality is likely to have positive attitudes and values toward sustainable products and put this preference in their consumptions [START_REF] Cleveland | Shades of green: linking environmental locus of control and proenvironmental behaviors[END_REF][START_REF] Patel | Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures[END_REF][START_REF] Toti | Ethical sensitivity in consumers' decision-making: The mediating and moderating role of internal locus of control[END_REF]. However, as the call for further studies by [START_REF] Cleveland | Shades of green: linking environmental locus of control and proenvironmental behaviors[END_REF], more evidences need to be found about the link between locus-of-control and green consumption.

Accordingly, we set the hypothesis as follows:

H11: Internal locus-of-control has a positive effect on green values of consumers.

DEATH ANXIETY: ITS EFFECTS ON VOLUNTARY SIMPLICITY AND MINDFULNESS

The incidents such as natural disasters (e.g., floods, tsunami, earthquake), environmental damages (e.g., pollution, deforestation, climate change), disease pandemics, and so on, often evoke not only the feelings of insecurity but also those of anxiety among people [START_REF] Fritsche | The malicious effects of existential threat on motivation to protect the natural environment and the role of environmental identity as a moderator[END_REF][START_REF] Kesebir | A quiet ego quiets death anxiety: Humility as an existential anxiety buffer[END_REF][START_REF] Severo | Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal[END_REF]. That anxiety is closely consistent with to the scaredness of the death of one's self (e.g., the isolation of death; the shortness of life) as well as the fear of the death of beloved ones (e.g., never being able to communicate with the person again; regret not being nicer to the person when he or she was alive) [START_REF] Collett | The fear of death and the fear of dying[END_REF][START_REF] Lester | The Collett-Lester fear of death scale: A correction[END_REF][START_REF] Vess | The nature of death and the death of nature: The impact of mortality salience on environmental concern[END_REF].

The fear of death and mindfulness practicing were found to have a link in existing studies [START_REF] Hofmann | The effect of mindfulness-based therapy on anxiety and depression: A meta-analytic review[END_REF][START_REF] Kashdan | Curiosity enhances the role of mindfulness in reducing defensive responses to existential threat[END_REF][START_REF] Park | Reducing defensive responses to thoughts of death: Meditation, mindfulness, and Buddhism[END_REF]. Negative feelings like death anxiety are intensive and therefore may urge people to seek for any way to get rid of the uncomfortable state (Urien andKilbourne 2008, Kesebir 2014). This propensity can be explained by feelings-as-information theory [START_REF] Schwarz | Feelings-as-information theory[END_REF], an cognitive process happening as a response to the feelings of insecurity. The anxiety, which is also an indicator of problematic matters, can play an important role of tuning the information process to cope with the reality [START_REF] Krishna | Sensory marketing, embodiment, and grounded cognition: A review and introduction[END_REF]. Put in this light, the intensive feelings like the fear of death may create the back-and-forth process of triggering and establishing new perceptions of the situation, bringing chances for modifying/overwriting the old perceptions with the new ones. Subsequently, the new formed perceptions will result in new behaviors as a way to escaping the fear [START_REF] Wilson | Six views of embodied cognition[END_REF][START_REF] Varela | The Embodied Mind, revised edition: Cognitive Science and Human Experience[END_REF][START_REF] Shapiro | Embodied cognition[END_REF]. By the same token, one may seek for a cure like practicing mindfulness to ease the anxiety of death (e.g., pay attention to what is happening in the body; observe and describe the uncomfortable feelings; untie of the judgments) [START_REF] Hofmann | The effect of mindfulness-based therapy on anxiety and depression: A meta-analytic review[END_REF][START_REF] Kashdan | Curiosity enhances the role of mindfulness in reducing defensive responses to existential threat[END_REF][START_REF] Bianco | The psychological correlates of decreased death anxiety after a near-death experience: the role of self-esteem, mindfulness, and death representations[END_REF]).

In addition, people might be paralyzed and panic by the terror caused by the thoughts of death. In other cases, this anxiety might lead to the diminution of choices in one's daily life [START_REF] Vess | The nature of death and the death of nature: The impact of mortality salience on environmental concern[END_REF]Arndt 2008, Huang and[START_REF] Huang | Diverging effects of mortality salience on variety seeking: The different roles of death anxiety and semantic concept activation[END_REF]. With this reality in mind, those who are exposed by the death anxiety will be likely to modify their daily behaviors toward retaining what are truly important to them and getting rid of what are not. This choice perhaps facilitates them to keep the resources (e.g., time, finance) for themselves and for related ones over other excess and unnecessary needs, consistent with the behaviors of voluntary simplifier [START_REF] Mcdonald | Toward sustainable consumption: Researching voluntary simplifiers[END_REF][START_REF] Iyer | Purpose and object of anti-consumption[END_REF][START_REF] Peyer | The role of sustainability in profiling voluntary simplifiers[END_REF].

Recently, the association of death anxiety and the tendency of responsible behaviors has attracted more attention of scholars [START_REF] Vess | The nature of death and the death of nature: The impact of mortality salience on environmental concern[END_REF][START_REF] Fritsche | The malicious effects of existential threat on motivation to protect the natural environment and the role of environmental identity as a moderator[END_REF][START_REF] Rahimah | The terror of death and consumers' sustainability attitudes[END_REF]. Specifically, people might choose to pursue sustainable behaviors due to the fear of death, especially when the fear for others' death is stronger than the fear for themselves.

As a consequence, this fear (together with hope) makes them choose to follow a set of behaviors that benefits other people as well. By the same fashion, people who are in high level of death anxiety would probably be in favor of the responsible values (or green values) that guide them to perform ethical and responsible behaviors [START_REF] Vess | The nature of death and the death of nature: The impact of mortality salience on environmental concern[END_REF]Arndt 2008, Rahimah et al. 2018), which in turn helps them to ease the existential terror of death. Since more empirical evidences are needed to understand the role of death anxiety in shaping responsible behaviors, we would like to examine this factor in the link with green values.

As such, we set the following hypotheses:

H12: Fear of death has positive effects on (a) voluntary simplicity, (b) mindfulness, and (c) green values.

CONSUMER SUSTAINABLE BEHAVIORS REFLECTING THEIR GREEN VALUES

An action favorable of ecological consumption may be under the direct or indirect impacts of contributing factors. As having reviewed in previous sections, extant literature reveals the potential links between responsible behaviors and a number of antecedents including connectedness to nature [START_REF] Barbaro | Mindfully green: Examining the effect of connectedness to nature on the relationship between mindfulness and engagement in pro-environmental behavior[END_REF]Pickett 2016, Li et al. 2021), mindfulness in daily life [START_REF] Fischer | Mindfulness and sustainable consumption: A systematic literature review of research approaches and findings[END_REF], Geiger et al. 2019), the capacity to control over one's life [START_REF] Toti | Ethical sensitivity in consumers' decision-making: The mediating and moderating role of internal locus of control[END_REF], the tendency of reducing consumption [START_REF] Mcdonald | Toward sustainable consumption: Researching voluntary simplifiers[END_REF][START_REF] Leonard-Barton | Voluntary simplicity lifestyles and energy conservation[END_REF][START_REF] White | How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework[END_REF] as well as the death anxiety (of one's death and of others') [START_REF] Vess | The nature of death and the death of nature: The impact of mortality salience on environmental concern[END_REF]Arndt 2008, Rahimah et al. 2018). Although this may be true, the impacts of these factors might not result in ecological behaviors immediately but go through an intermediator before a behavior to be embedded. Instead, these impacts of the antecedents above may firstly help to form a set of values related to sustainability (the so-call "green values") [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF].

The final behaviors of human beings are the results of an on-going process, originating from learning new information, forming new perceptions, testing new actions, even back-and-forth corrections or the modifications of and behaviors, reflecting the values that they continuingly established in their lives [START_REF] Wilson | Embodied cognition is not what you think it is[END_REF][START_REF] Varela | The Embodied Mind, revised edition: Cognitive Science and Human Experience[END_REF][START_REF] Shapiro | Embodied cognition[END_REF].

Therefore, sustainable behaviors of consumers (e.g., adopting a responsible product, supporting firm green engagements) are the reflection of their responsible values (or green values). These values might be considered closely to the identity values of a person [START_REF] Michaelidou | The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food[END_REF]Hassan 2008, Patel et al. 2020), which in turn, guide him or her to behave in the manner that relevant to these values (e.g., identifying oneself as organic consumers [START_REF] Berens | Corporate associations and consumer product responses: The moderating role of corporate brand dominance[END_REF], consuming the products that do not harmful impact on the environment and/or the willingness to consider the ecological issues in their daily decisions [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF]). To put it another way, the congruence between consumers' personal values and firms' CSR activities probably enhances consumer evaluations and responses to CSR [START_REF] Sen | Does doing good always lead to doing better? Consumer reactions to corporate social responsibility[END_REF][START_REF] Fleck | Thirty years of conflicting studies on the influence of congruence as perceived by the consumer: Overview, limitations and avenues for research[END_REF][START_REF] Aguinis | What We Know and Don't Know About Corporate Social Responsibility[END_REF]. Put in this light, the behaviors among consumers such as choosing sustainable products, supporting the ecological lifestyle or concerning the impacts on future generations are well-matched with their values of favoring the planet [START_REF] Urien | Generativity and self-enhancement values in eco-friendly behavioral intentions and environmentally responsible consumption behavior[END_REF]. By the same manner, the reactions preferable of sustainability may be the consequences of a set of values that are important to, inducing them with corresponding actions (Haws et al. 2014, Zou and[START_REF] Zou | Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology[END_REF]. With this in mind, it is coherent to witness a person who believes that environmental aspect is important to him or her, will be likely to pursue those values in their daily lives. The behaviors may contain from very simple ones such as carrying out an environmental friendly action [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF] to highly ecologically supportive ones (e.g., boycotting the firms performing unethical manners [START_REF] Klein | Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis[END_REF]).

Through our arguments previously, we argued that green values of consumers are a result of following antecedents: connectedness to nature, mindfulness in daily life, the capacity to control over one's life, the tendency of reducing consumption as well as the death anxiety. In turn, the green values would play a role in forming the further outcomes (e.g., attitude toward the responsible firms, purchase and recommendation intention).

We therefore came up with the hypotheses related to the green values (H13, H14) and perceived product quality (H15), together with the hypotheses presented in the previous sections:

H8: Mindfulness has a positive effect on green values.

CHAPTER 6| REPLICATED EXPERIMENT: CONSUMER

RESPONSES TO CSR IN SKINCARE & COSMETICS SECTOR

In this study, we first replicated the previous experiment on firm involvement in CSR in another sector with three conditions (low CSR-involved vs. high CSR-involved vs. control), which allowed us to re-examine the robustness of the first experiment's results (Chapter 4).

We conducted this experiment in skincare and cosmetics sector with a specific product (facial cleanser). Specifically, we picked a concrete aspect of CSR (firm environmental engagement), helping to examine deeply how consumers react to a specific facet of CSR. Simultaneously, we would like to reexamine consumer responses (attitudes toward the firm and behavioral intentions), with the mediating role of perceived product quality. After having exposed the research design of a scenario-based experiment (section 6.1), we successively present data collection (section 6.2), data analysis (section 6.3), discussion on the results (section 6.4) and in the end, the summary of this chapter.

RESEARCH DESIGN

We examined the effects of stimulus of firm's green engagement on perceived product quality as well as three outcome variables: (1) attitude toward firm; (2) purchase intention; and (3) recommendation intention. Besides, we also tested the effect of green values as the moderator and the effect of product quality as the mediator, illustrated by the figured below.

Integrated in the data collection with this replicated experiment, we added the questionnaire measuring the individual factors that were hypothesized to have a contribution in the formation of consumer responses to CSR, especially to firm environmental engagement (presented in details in the next chapter). We conducted a survey with a questionnaire following by a scenario-based experiment (three levels of differences) between-subject design.

In each scenario, participants were introduced to company Alpha in Vietnam, a fictive cosmetic and skincare firm which would launch a new product line of facial cleanser for daily usage. Each scenario was corresponding to an extent of environmental engagement by company Alpha. The high (vs. low) green condition indicated high (vs. low) engagement of firm. A control condition was also employed, where participants were merely introduced with information of company Alpha launching its new facial cleanser, with no information on environmental engagement of the firm.

This type of product was chosen because it is daily used, essential, and applied on face, which might induce consumers to choose with care, supposing people normally are more sensitive to a facial care product than others. Moreover, it is a daily product used by both men and women, which makes it relevant to both genders. Besides, products distributed by both conventional firms as well as socially responsible firms were already available on market, giving participants an ordinary sense about this type of product, for a good ecological validity of the study.

In order to facilitate the participation of respondents, we included a neutral picture of facial cleanser products. We chose among 20 pictures to come up to the most neural one. The picture was supposed to be neutral, simple, with a set of facial products without label, without decorative details and in white color. The product packaging style should be simple and not

give any particular sense of its quality or its origin. The neutral picture was also to help participants quickly notice the product type but at the same time not to introduce any supplement bias arisen from the picture itself. The involvement of firms in environmental aspects described in scenarios were based on the measurement scale of Öberseder et al. (2014). The high green condition employed almost all aspects in this scale to form a fictive firm which had engaged in highly environmental responsibilities, while the low green condition only used some elements to create a firm with little care of environmental and community. To be noticeable, we did not create scenario of an absolute bad firm but the one that was really less ecological-oriented.

Flow of study

Participants were invited to participate in our studies voluntarily and anonymously. They were ensured that all information they provided will be kept confidentially for scientific purpose and absolutely not for commercial purpose. They were also informed that they can freely quit the study at any time they want.

The figure below represents the flow of survey with two main blocks. The first block includes questions to measure five latent variables namely mindfulness, voluntary simplicity, connectedness to nature, internal locus of control, and green values (of consumers). In order to prevent the halo effect of the previous part, we inserted in the middle of the survey a quick distraction task related to a simple arithmetic problem involving addition and subtraction [START_REF] Waris | A latent factor analysis of working memory measures using large-scale data[END_REF]. Respondents were asked to calculate the solution and fill their answer manually in a box. This task helped to minimize the impact of the responses in block 1 on those in block 2.

Then, they were asked to continue with choosing one among three scenarios which were randomly distributed. The scenarios are related to a fictive company Alpha and its engagement to sustainability through its operation. Three levels of firms' engagement were presented, corresponding to three scenarios: (1) low green engagement, (2) high green engagement, and (3) control condition (merely information of company Alpha launching its products).

The second block came after, with questions to measure six latent variables including firm's green engagement (perceived by consumers); perceived product quality; attitude toward firm; purchase intention and recommendation intention (for the product in scenario); and fear of death. Due to the potential revoking of intensive feelings which could create bias on the responses of participants, the items to measure of fear of death (for oneself/for others) were asked at the nearly end of the questionnaire.

Finally, participants responded to five simple questions related to demographic information including their gender, ages, living place, education, and income.

Questionnaire design and back-translated process

During the process of designing questionnaire, we took into account the essential techniques emphasized by Hair Jr et al. (2017a).

Within the research domain of consumer perceptions and behaviors, many constructs used in our studies were related to state-of-mind data (e.g., feelings, emotions, judgment). Therefore, we employed the odd-point and free-choice scale including a neutral response. Besides, a semantic differential scale was used to describe the value of attributes, and each was on a 7point bipolar scale. For constructs of behavioral intentions, we measured them with a 11-point scale. Moreover, in order to facilitate respondents during the survey, key words in each item of the questions were put in italic with careful consideration not to introduce a supplementing bias. Furthermore, we also considered using screening questions to ensure the participants in a study were the representative of the target population. Screening questions also served as the tool to removed unqualified responses prior to data analysis.

Finally, with each latent variable that specified as a formative construct, we included a globalitem capturing the generally perspective of respondents. These global-items were to assess formative measurement models, respectively related to mindfulness, voluntarily simplicity, connectedness to nature, internal locus of control, green values of consumers and finally, fear of death (that we will go in details afterwards). In order not to introduce any supplemental bias, these six global items were added at the end of each groups of indicators used to measure each formative latent construct.

INDEPENDENT VARIABLES

Mindfulness [START_REF] Baer | Assessment of mindfulness by self-report: The Kentucky Inventory of Mindfulness Skills[END_REF][START_REF] Höfling | A short version of the Kentucky inventory of mindfulness skills[END_REF]) Voluntary simplicity [START_REF] Shama | The Voluntary Simplicity Consumer[END_REF] 1 I believe in material simplicity, i.e., buying and consuming only what I need. 2 I believe in "small is beautiful", e.g., I prefer smaller cars over larger cars.

Observe (
I believe in "less is more", e.g., I prefer smaller house over a larger house. 3 I believe that product function is usually more important than its style.

4 I am interested in personal growth more than economic growth. 5 I am determined to have more control over my life as a consumer, e.g., stay away from instalment buying.

I am determined to have more control over my life as a consumer, e.g., stay away from instalment buying; control my spending. 6 I consider myself ecologically responsible.

Generally, I have a simplified living style. global item

Connectedness to nature [START_REF] Hartmann | Nature imagery in non-green advertising: the effects of emotion, autobiographical memory, and consumer's green traits[END_REF] 1 When I am in natural environments, I feel connected with nature. 2 It makes me sad to see natural environments destroyed. 3 Spending time in nature makes me feel happy. 4 I usually spend some of my time being in nature.

Generally, I have connectedness to nature. global item

Internal locus of control [START_REF] Toti | Ethical sensitivity in consumers' decision-making: The mediating and moderating role of internal locus of control[END_REF] 1 When I make plans, I'm almost certain to make them work. 2 I can pretty much determine what will happen in my life. 3 My life is determined by my own actions. 4 I am usually able to protect my personal interests.

Generally, my life depends on my own. global item

Firm green engagement (perceived) [START_REF] Wang | Turning off the lights: Consumers' environmental efforts depend on visible efforts of firms[END_REF] In my opinion, [company] is… 1 … committed to helping the environment. 2 … making a difference. 3 … doing environmentally friendly practices. 4 … committed to sustainability.

Fear of death [START_REF] Collett | The fear of death and the fear of dying[END_REF][START_REF] Collett | The fear of death and the fear of dying[END_REF][START_REF] Lester | The Collett-Lester fear of death scale: A correction[END_REF] How disturbed or made anxious are you by the following aspects of death?

Your Own Death 1 The total isolation of death

Constructs and Original indicators

Adaptations and notes 10

Purchase intention [START_REF] Coyle | The effects of progressive levels of interactivity and vividness in web marketing sites[END_REF]Thorson 2001, Putrevu and[START_REF] Putrevu | Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions[END_REF] 1 It is very likely that I will buy products from (company).

It is very likely that I will buy products from company Alpha. 2 I will purchase products from (company) the next time I need a (product).

I will purchase products from company Alpha the next time I need skincare & cosmetics products. 3 I will definitely try other products from (company).

I will definitely try other products from company Alpha in the next 3 months.

Recommendation intention [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF])

1

 Ethical considerations

For participants in the empirical studies, we offered an option for them to quit the study whenever they feel too uncomfortable and too hard to continue the survey, especially for the sensitive part of the studies which relates to the death or other private concerns. We indicated clearly from the beginning of the questionnaires that no personal information would be kept for those who chose to quit the procedure (see more in appendices).

DATA COLLECTION

Sample size:

The study expected to reach 600 respondents in Vietnam (different occupations, geography, age), respecting the rule of preferable sample size which is five times of our measured variables [START_REF] Hair | Multivariate data analysis[END_REF]). The whole model included 11 constructs (69 indicators).

Online survey was conducted on Microsoft survey Template. This template facilitates not only

the respondents who answer by computer/laptop but also those who access from smartphone/tablet interface. This type of survey reaches to the part of Vietnamese population who are more and more familiar with accessing internet and social media from smartphone/tablet.

The survey link was distributed via popular social media including Facebook, Instagram, and Zalo (Vietnamese social channel that is used by almost all citizens).

The potential respondents received a link and a brief introduction to the survey. They were invited to click on the link to directly answer the questionnaire.

Pilot tests and refinement

The scales of many constructs that we would like to measure in this study are quite new and need to align to Vietnamese context. Before launching official data collection, we conducted a pilot test with 100 respondents to test for semantic issues and necessary modifications.

Modifications were processed when necessary. A pre-test was conducted to test for the reliability and validity of the measures used.

Dealing with imbalance among scenarios:

 With three experimental conditions on small sample of pilot test (100 respondents), we did not encounter the imbalances.

 In official data collection with broader samples, imbalance happened due to the fact that people normally prefer number 1 more than other number.

 We dealt with this issue by counting the proportion of subgroups at the end of the day. Each time the imbalance was diagnosed, we would temporarily turn off the scenario that already had higher proportion.

 The same protocol was repeated with the subgroups already having high proportion, in order to reach respondents in other subgroups to get more saturated sample.

 Issues detected after first pilot test:

The first pilot test was conducted with 100 respondents (during 1 week, from 21 May to 28

May 2021) through a convenient sampling. The average time of completion among respondents are 12 minutes. we achieved 81% of the sample were female and 19% of them were male. Concerning the age of respondents, about 80% of them were 19-22 years old, and 20% of them were 23-37 years old.

Scenario refinement

With 100 cases in pilot test, we run t-test analysis to check whether manipulations in scenarios were perceived accurately by respondents.

We detected the issues of scenario 2 (low-green condition) where no respondents realized the low responsibility of firm. In other words, 'low green' condition failed to be recognized among respondents. This condition appeared to be already too high.

The reasons behind this issue were discussed and found three possible reasons of failure:

(1) the low condition was not low enough to be recognized as such;

(2) Incorrect usage of Vietnamese word for "neither low nor high responsible" which was translated into 'binh thuong', misunderstood as 'normal'. Thus, both low green and control condition were perceived as 'normal', confounding the responses;

(3) The scale type used in pilot test for manipulation check item was three absolute choices, which in turn, polluted the answers. Specifically, respondents by conditions were 37% (high green condition), 34% (low green condition), and 29% (control condition). However, we got 67% of samples perceived high responsible (high green) for the scenario they read, 33% of samples perceived 'normal' (control condition) for the scenario they read. No one evaluated the 'lowly responsible' condition (low green) as such. We concluded that the scale type may have contributed to a misunderstanding among respondents (illustrated below). (1) For both high and low green scenarios, we put in bold all adverbs and adjectives showing the extent of environmental engagement of firms.

(2) We make the low condition lower by reducing the number of green actions of firm.

(3) We changed the scale points for "neither low nor high responsible" to 'not relevant' and used 7-point scale type for the manipulation check item.

The two version of scenarios for pilot test 1 and 2 are available in appendices.

Other minor refinements

Measurement of Fear of Death:

o In designing stage, we considered between compulsory or optional choice. We analyzed the risks of losing a part of respondents or losing all responses if some participants might abandon whereas they had nearly completed the questionnaire.

o After considering all possible risks, we put an optional choice due to the ethical fact that this measurement might be sensitive for many of them. The pilot test with 100 respondents shown that all of them chose to continue the survey. This reaction, even in small sample of 100 respondents, gave us confidence with the optional choice and positive acceptance in the official data collection if there would be some rate of giving up the response related to death.

Gender: We put 'other' option for LGBT respondents beside male and female, as proposed by a respondent in the pilot test.

 Second pilot test

After being refined, the questionnaire was launched for a second pilot test. 176 responses were collected then a quick analysis was conducted to make sure the previous refinement facilitated participants to accurately comprehend the manipulation in scenarios (i.e., the extents of the sustainable engagement of the firm).

After the second pilot test, using mean score of manipulation check item, we quickly calculated the independent t-test for each pair of conditions (high vs. low; low vs. control; high vs. control). The results show that they are all significantly different (as in the tables below). Data in the second pilot test and a part of the first pilot test were retained for analysis afterward. After back-and-forth considerations, 17 suspicious responses were considered invalid and removed (equivalent to 2.6% of the whole sample), therefore allowing to keep 647 responses for data analysis.

The missing values were treated with mean replacement, casewise and listwise deletion, depending on each type of analysis.

Reverse-scored: the questionnaire contained 8 items measuring Mindfulness using reversescored. Before proceeding the evaluation of measurement and structural models, all reversescored values were recoded before using as input for model assessments.

6.3. DATA ANALYSIS

Preliminary analysis

 Demographics information

The table below presents the demographics information of respondents in this second experiment. Among them, female participants are dominant with almost 60%. Males account for almost 38%, and the rest are LGBT.

In terms of age, we classified respondents into three generations [START_REF] Madden | Hello Gen Z: Engaging the Generation of Post-Millennials, Hello Clarity[END_REF]. 4.3% of respondents are belonged to gen X (born 1965(born -1979(born ). Gen Y (born 1980(born -1994) ) accounts for 18%, and the majority of participants are gen Z (born 1995 -2009) with more than 77%.

Respondents in 35 cities and provinces of Vietnam participated in this experiment.

Approximately 57% of them are living in Hochiminh City, the biggest city of Vietnam (see the details in appendices).

The education levels among participants cover from high school, college/technical school, graduate to postgraduate. Majority of the respondents have corresponding level of college/technical school (55%) and graduate (32%).

Besides, the income of participants is wide-ranging from under 200€ (60%), 200€ to under 400€ (22%), 400€ to under 800€ (11%), 800€ to under 1.600€ (4%), and over 1.600€ (3%).

 Responses by conditions

The sample of 613 respondents is valid and used in analysis of this experiment. The figure below shows the proportions of responses by conditions corresponding to three levels of involvements of firms in environmental aspects, including high-involved, low-involved, and control condition which gave no information of firm green engagement.

Among these, 201 responses are high green, equivalent to 33% of the whole sample. 220 responses are low green, accounting for 36% of the whole sample. The control condition contains 192 responses, equivalent to 31%. As illustrated by the figure above, it is quite balanced among three conditions, which is valid for us to access further analysis. conditions (low green vs. control), the mean difference is significant as well (M = 1.300, p <.001).

With all three means significantly different from each other, the manipulation of firm sustainable engagement is successfully carried out, and paved the way for further analysis.

Hypotheses testing

 The effects of stimulus

This scenario-based experiment employs three levels of differences (high green, low green, and control) related to the firm green engagement, corresponding to three scenarios. Before further analysis, we recoded and transformed three scenarios into three conditions (high green: code 1; low green: code 2; control: code 3).

Main effects of stimulus on consumer attitude and behavioral intentions

Firstly, we examine the main effects of three conditions on consumer attitude toward the firm and behavioral intentions (i.e., purchase and recommendation) toward the facial cleanser product described in the corresponding scenarios.

In SPSS, we conducted multivariate analysis of variance (MANOVA) with green engagement of firm (i.e., three conditions) as independent variable (fixed factor) and perceived product quality, consumer attitude, purchase and recommendation intention as dependent variables.

The results reveal that the effects of firm green engagement on consumer attitude, purchase and recommendation intentions toward the firm are significant, supporting our previous hypotheses. Needless to say, all three conditions are significantly different with each other, and the responses by conditions (high green vs. low green vs. control) are almost equivalent to each other, as indicated previously. The table below reveals the main effects of firm green engagement on the outcome variables. For the likelihood to purchase, consumers who expose to the scenario related to the firm's high green engagement report higher intention of purchase (Mlow green = 4.44;

Mhigh green = 6.41; p < 0.001). However, post-hoc tests reveal that the means of high green vs. control condition are not statistically different with each other (p> 0.10).

By the same token for the likelihood to recommend, higher (vs. lower) intention leans toward the participants with the scenario of high green (vs. low green) (Mlow green = 4.67; Mhigh green = 6.81; p < 0.001). However, post-hoc tests reveal that the means of high green vs. control condition are not statistically different with each other (p> 0.10).

Main effects of green stimulus on perceived product quality

In this experiment, we firstly aimed to examine the effects of firm green engagement (three conditions) on perceived product quality of consumers.

On the table above, the main effect of firm's green engagement on perceived product quality is also significant (F= 34.37; p < 0.001). In other words, the pair of high green and low green conditions yields the mean scores statistically different with each other (Mlow green = 4.32; Mhigh green = 5.40; p <0.001). However, post-hoc tests reveal that the means of high green vs. control condition are not statistically different with each other (p> 0.10).

No evidence of difference effects between subgroups of gender

Once the statistically significance is found on the test of differences among subsamples, we re-conduct 2-way ANOVA with gender as covariate. Unlike the results of previous experiment in food sector showing that the female consumers have more positive perception toward firm engagement in CSR as compared to male, given the same condition (low or high-CSR). In the repeated experiment in cosmetic and skincare sector, we did not find any evidence of statistical significance between male and female subgroups on their attitude (p = 0.10), their purchase intention (p>0.10), and their recommendation intention (p>0.10) when given the same condition of green engagement of firm (high green vs. low green vs. control).

 Mediating role of product quality

We hypothesized that product quality played a mediating role on the relationship of green engagement of firm (perceived by consumers) on consumer attitude and behavioral intentions. In order to test this hypothesis, we conducted analysis in SPSS, using Hayes' s (2021) process macro v3.5.2 (model 4). Before this step, we already tested the correlation of the conditions and green engagement of firms (perceived by consumers). With p < .000, these two variables have high correlation with each other.

The results reveals that product quality mediated the relationship between firm green engagement (perceived by consumers) and attitude toward the firm. The table below presented the direct effect, indirect, and total effect in which all the effects are positive and significant (p < .001). The percentile bootstrap confidence interval does not include zero.

 Moderating role of consumers' green values

We tested our hypothesis through Hayes' s (2021) process macro v3.5.2, using model 8 which allows to test two moderating effects on the mediating variable and on the outcome variable at the same time.

Firstly, we run the model 8 with purchase intention as dependent variable, perceived firm green engagement as independent variable, product quality as mediator, and green values (of consumers) as moderator.

The results in the table below reveals that green values (W) have moderating effect on the relationship of perceived firm green engagement (X) and perceived product quality (M), in which the interacting effect (X*W) is statistically significant (coeff =.079; p<0.001). Also, green values (W) have a moderating effect on the relationship of perceived firm green engagement (X) and purchase intention (Y) in which the interacting effect (X*W) is statistically significant (coeff. = .072; p < 0.05). Following the general rule [START_REF] Hayes | Introduction to mediation, moderation, and conditional process analysis: A regression-based approach[END_REF], due to the fact that the interaction terms are significant, the other variable with insignificant p-value are still kept in the model for interpretation.

We then replicated the analysis with consumer attitude toward the firm and recommendation intention as dependent variables, respectively. However, the interaction effect of green values is only statistically significant in the model when the outcome variable is recommendation intention (coeff. = .079; p = .053, < 0.10). Also, when the outcome variable is attitude toward the firm, the interaction effect of green values is not statistically significant (p > 0.10). Variables related to interaction terms were mean-centered prior to analysis *standardized

These results support three among four hypotheses of outcomes variables. Simply put, among consumers who perceive the same degree about firm green engagement, those who have higher score of green values will have higher evaluation of product quality. These consumers also have higher intention to purchase and recommend the new product. However, no evidence is found in terms of their attitude toward the firm.

DISCUSSION

Theory of cognitive dissonance, firstly introduced in 1957, pointed out that people are likely to be exposed to the inconsistency in their cognition [START_REF] Festinger | A theory of cognitive dissonance[END_REF]). To say it in another way, they may perceive positively the firms in terms of CSR engagement, but they may still be very inconsistent between what they perceive and what they intend to do, not to mention further actual corresponding behaviors (Bhattacharya andSen 2004, Palihawadana et al. 2016).

Therefore, it is worthy to conduct more empirical studies in different markets and in different sectors in the economy to see how consumers react. Replicated the first experiment, we do not provide in details the information related to technical quality control of products (e.g., ingredients, materials, procedure) [START_REF] Gatti | The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management[END_REF], which usually provide evidence to affirm the actual quality. Notably, consumers are exposed to the scenarios providing merely information of how the firm engaged in green activities such as recycling materials, environmental protection, sustainable investment, or eco-friendly programs. It is interesting that the cue of firm green engagement can induce some sort of evaluations related to quality. In turn, the positively perceived product quality results in positive intentions of purchasing and recommending for the product, as well as favorable attitude toward the firm. The findings in our replicated experiment provides extra evidences for the mediating effect of perceived product quality with statistically significance (all p <.001)

and the confidence interval of indirect effect does not include zero. This effect size of perceived firm green engagement on perceived product quality is considerable (coeff. = .595), and the effect size of perceived product quality on consumer attitude, purchase intention, and recommendation are high as well (with coefficients respectively are .729, .983, .987).

Our study, together with previous studies [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF][START_REF] Bou-Llusar | Measuring the relationship between firm perceived quality and customer satisfaction and its influence on purchase intentions[END_REF][START_REF] Gatti | The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management[END_REF][START_REF] Wang | Country image, product image and consumer purchase intention: Evidence from an emerging economy[END_REF]) therefore reach the consensus that firm engagement in CSR might be transferred to favorable perception of quality, and then consumers' perceived quality might enhance their attitudes toward firm as well as their likelihoods to purchase and recommend.

Moderating effects of green values

Consumers' green values have been recognized as the importance of consuming products that do not have harmful impact on the environment; the willingness to consider the ecological issues in their daily decisions [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF]; and highly ecologically supportive behaviors (e.g., boycotting the firms performing unethical manners [START_REF] Klein | Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis[END_REF].

In this second experiment, we found evidences that the consumers' green values moderate the effects of how they perceive firm green engagement and how they come up with their attitude toward the firm and their behavioral intentions. Consumers' green values together with perceived firm green engagement form the significant interacting effects on perceived product quality (p < .001), purchase intention (p < .005), and recommendation intention (p < .010). No evidence is found in terms of their attitude toward the firm.

Even though the size of this effect on perceived product quality, purchase intention and recommendation intention are not very huge (with coefficients are equal .079, .072, and .079, respectively), when combined with conditional effects of firm green engagement, will produce considerable effect on the outcomes. The results suggest that the firms may not be the only force on the market of sustainable products. Put this effort on the light of consumers' green involvement, the two hands (firms and consumers) may create louder sound, enhancing the sustainable markets for green products. As a result, this becomes the backward support for firms, fostering them to go further toward responsible operations and sustainable development, contributing to efforts to resolve the ecological issues of the century.

 Hierarchical component models

In our study, there are two constructs measured by the large number of items:

Mindfulness (20 items) and Fear of death (14 items). This can result in high correlation models. Then, structural model will be examined. All steps of assessments are strictly carried out under the guidelines of PLS-SEM by Hair Jr et al. (2017).

Assessment of reflective measurement model

There

AVE: average variance extracted

To assess the discriminant validity of seven reflective measurement models above, we firstly examined the Heterotrait-Monotrait ratio (HTMT) values for all pairs of constructs. In other words, we would like to see the ratio of the between-trait correlations (between all constructs in the model) to the within-trait correlations (within the construct). The table below reveals that almost HTMT values are under threshold of .85, except that the HTMT value of Perceived product quality -Attitude toward firm is under the threshold of .90, which is acceptable because these constructs are conceptually similar (Hair Jr et al. 2017). Besides, the HTMT value of Purchase intention -Recommendation intention is higher than acceptable threshold, yielding the value of .963. Secondly, we run bootstrap with 5000 samples. The results obtained from bootstrap process reveal that the confident interval of HTMT statistics for all combinations of constructs does not include 1, suggesting that each pair of constructs are empirically distinct.

Thirdly, as shown in the table below, all indicator's outer loadings on its construct are higher than all its cross-loadings with others constructs in the models (see numbers in bold). It is apparent that the indicators within a construct have much in common than having with other constructs.

Finally, for the Fornell-Larcker criterion, the results provide evidences that the value of √AVE of each construct (on the diagonal of the table) is higher than its highest correlation with any other constructs. .195 .299 .486 .172 .249 .150 .771 Overall, the results of HTMT values and their confident intervals, the outer loadings and Fornell-Larcker criterion indicate that the indicators of each construct are unique and truly distinct from other constructs, paving the way for the structural model assessment later.

Assessment of formative measurement model

In this study, the formative measurement models include two following constructs:

connectedness to nature and voluntary simplicity. Three steps to assess these outer models are (1) convergent validity;

(2) collinearity between indicators; and (3) significance and relevance of outer weight.

Firstly, we carried out redundancy analysis for each of formative constructs. In PLS-SEM, we created path models for connectedness to nature and voluntary simplicity separately as the figure below.

For connectedness to nature, the path model involves four formative items (Nature1 to 4) used to measure this construct and a global item (NatureG) to measure it generally. The PLS algorithm yields the path coefficient of .781 (R 2 = .610), above the threshold of at least .70 for path coefficient and R 2 value of at least .50.

For voluntary simplicity, the path model involves six formative items (VS1 to VS6) and a global item (VSG) to measure it generally. The results reveal the path coefficient of .610, slightly under the threshold (R 2 = .372). below reveal that all variance inflation factors (VIF) are uniformly lower than the threshold value of 5, indicating that there is no potential collinearity for both formative constructs.

Thirdly, significance and relevance of outer weight are assessed. Also in the table below, all p-values of outer weights are below 0.05 (except the value for VS5 which is acceptable at .067, slightly over the threshold). Besides, the confident intervals bias corrected of all outer weights do not include 0 (except for item VS5).

Assessment of hierarchical component models

In this study, there are two constructs measured by the large number of items: mindfulness (20 items) and fear of death (14 items). Due to the fact that the coefficients among indicators are highly correlated, we employed hierarchical component models with high-order component and low-order component for these constructs [START_REF] Lohmöller | Predictive vs. structural modeling: Pls vs. ml. Latent variable path modeling with partial least squares[END_REF], Hair Jr et al. 2017). For each construct, we created a separately hierarchical component model. The analysis results are presented as follows.

 Fear of death: reflective-formative hierarchical component model

The measurement model of fear of death is specified with two layers: reflective low-order component model and formative high-order component model. The Cronbach's alpha for each variable is higher than the threshold value of .70. Also, the composite reliability is higher than .90, indicating good internal consistency for these reflective latent variables.

Concerning convergent validity, the loadings of all indicators are higher than .70 except for item FearD11 (loading value of .578) and FearD14 (loading value of .614). However, they do not cause any issues because the models yield the AVE value of .620 and .575, thus much higher than .50, which is the threshold usually accepted for AVE.

For discriminant validity, we assessed HTMT ratio for the pair of two latent variables. With the value of .622, the HTMT ratio is lower than the threshold .85. Besides, the Fornell-Larcker criterion results show that the value of √AVE of each construct (on the diagonal of the table )   is higher than its correlation with the other construct. The results suggest that the two dimensions of fear of death are technically distinct from each other. Table 7.41 above reveals that the Cronbach's alpha for each construct ranges from .703 to .811, higher than the threshold value of .70. Also, the composite reliability is higher than the threshold value of .70 (ranging from .844 to .888), indicating a good internal consistency for these reflective latent variables.

Concerning convergent validity, the loadings of all indicators are higher than .70 except that the last indicator's loading value of .662, slightly lower than threshold, which is acceptable.

The models yield the AVE value (ranging from .566 to .726), which is higher than threshold of .50, indicating well convergent validity among indicators.

For discriminant validity, we assessed the HTMT ratio for the pair of latent variables as well as Fornell-Larcker criterion (see the tables below). All the HTMT ratios are uniformly lower than the threshold .85. Besides, the Fornell-Larcker criterion results show that the value of √AVE of each construct (on the diagonal of the table) is higher than its highest correlation with any other constructs. This suggests that the five dimensions of Mindfulness are unique and distinct from each other. For high-order formative model, five dimensions play the role as the indicators to explain Mindfulness. In this step, we also created a new path model for the redundancy analysis. The results yield a path coefficient of .516 (R 2 = .266) which is lower than the recommended threshold. However, the VIF values are all lower than value of 5, which is a good sign indicating that there is no potential risk for collinearity among the dimensions.

Finally, we assessed the significance and relevance of outer weight. Three out of five dimensions have the outer weights significant with p-values under .001. With two dimensions (Describe and Act without judgment), their outer weights are not significant at .005. Following the protocol of retaining or removing a formative indicator (or dimensions, in this circumstance) (Hair Jr et al. 2017), we then assessed the outer loadings of these two dimensions and decided that they could be retained in the model (all outer loadings are significant at p =.000).

With all the analysis results presented above, we consider that the hierarchical component model of mindfulness is valid and reliable enough for the next section of structural model assessment.

Assessment of structural model

With valid and reliable measurement constructs used in the study, we then carried out the assessment of structural model through six steps: (1) Collinearity assessment;

(2) Structural model path coefficients;

(3) Coefficient of determination R 2 ; (4) Effect size f 2 ; (5) Blindfolding and predictive relevance Q 2 ; and (6) Effect size q 2 .

 Collinearity assessment

To examine the collinearity of the structural model, we first examined the VIF values of all combinations of endogenous constructs (by the columns) and the exogenous constructs (by the rows). As shown in the table below, all inner VIF are clearly lower than 5, which is a good sign, suggesting that collinearity issues are not critical in the structural model. To obtain the predictive relevance Q 2 of the path model, we conducted the blindfolding procedure. With 467 observations, we used the omission distance of D = 7. The blindfolding results displayed in the table below show that all Q 2 are higher than zero, indicating that the path model reached a good predictive relevance.

The final structural equation model with Perceived product quality as mediator

The whole structural model in the study yields the substantive predictive power of three outcome constructs including attitude toward the firm, purchase intention and recommendation intention with corresponding R 2 value of 71,5%; 47,4%, and 43,9%

respectively (the number inside the round shape represents R 2 value). All corresponding path coefficients are high and statistically significant. Through this empirical study, we found that even when provided with green involvement of firms and without any information about manufacturing procedure or quality control, consumers still form their own evaluations of product quality.

It is apparent that perceived product quality is the most essential mediator between firm engagement in CSR and consumer attitudes and behavioral intentions, with the large effect sizes of predictive power (see 2001[START_REF] Gatti | The role of corporate social responsibility, perceived quality and corporate reputation on purchase intention: Implications for brand management[END_REF], suggesting that the higher extent a firm involves in CSR, the better product quality consumers might perceive. Then in turn, this perceived quality is translated into a more favorable attitude toward the firm and more positive behavioral intentions.

Explaining consumer responses with green values and its antecedents

As seen in the figure of final structural model above, six constructs (fear of death, mindfulness, voluntary simplicity, connectedness to nature, internal locus of control, and green values) help to crack the black box of why and how consumers associate their perceptions of CSR in their decision-making process toward socially responsible firms, specifically the environmental aspect of CSR.

In our model, fear of death, mindfulness, voluntary simplicity, connectedness to nature and internal locus of control together explain 53,6% the variance of green values construct.

Besides, four paths (fear of death  mindfulness, mindfulness  connectedness to nature, connectedness to nature  voluntary simplicity, and connectedness to nature  green values) have considerable path coefficients which are .309, .499, .541, and .385, respectively.

And all are statistically significant (see the figure above).

In this study, we found that green values moderated the relationships of firm involvement in CSR and perceived product quality with the coefficient of moderating effect is .131 (p = .001).

Together with the main effect of green values on perceived product quality (coeff. = .105, p = .004) (see the table 7.45 above), suggesting that those having higher level of green values anchored in their minds will have higher evaluations of product quality. Our finding helps to understand why some consumers would appreciate responsible (green) products more than others. Afterwards, they transfer their postive evaluations of product quality into further positively attitude and intentions. Our findings therefore support the previous studies which proposed the potential impacts of green values on forming consumer evaluations of products and further responsible behaviors [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF][START_REF] Barbaro | Mindfully green: Examining the effect of connectedness to nature on the relationship between mindfulness and engagement in pro-environmental behavior[END_REF][START_REF] Fischer | Mindfulness and sustainable consumption: A systematic literature review of research approaches and findings[END_REF][START_REF] Geiger | Mindfully green and healthy: An indirect path from mindfulness to ecological behavior[END_REF], Geiger et al. 2019, Geiger et al. 2019).

Hypotheses Predicted effects Results Supported Rejected

H4

Perceived product quality plays a mediating role between firm involvement in CSR and consumer responses toward the firm, namely

 

In the table above, H2 and H3 are rejected, implying that there is no effect of firm country-oforigin and production process, despite all three variables (firm involvement in CSR, firm origin, and production process) were successfully manipulated. This is contradictory to previous studies indicated the salient impacts of country-of-origin [START_REF] Bilkey | Country-of-origin effects on product evaluations[END_REF][START_REF] Elliott | Consumer perception of product quality and the country-oforigin effect[END_REF][START_REF] Verlegh | A review and meta-analysis of country-of-origin research[END_REF] and production process [START_REF] Dubé | The Healthier the Tastier? USA-India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels[END_REF][START_REF] Rivaroli | Consumers' perception of food product craftsmanship: A review of evidence[END_REF]) on consumer evaluations of products, which in turn impacts on consumer attitudes and their behavioral intentions. In our first experiment, we did not detect any evidence for the impact of firm origin and production process on perceived product quality, consumer attitudes and behavioral intentions, at least for the coffee product tested in the experiment.

H5 is supported partly with the negative moderating effect of habituation only on purchase intention.

H6 is supported partly with the negative moderating effect of perceived firm CSR motives (related to Stakeholder-driven, Egoistic, Strategic but not Value-driven) on perceived product quality.

We rejected H7 and found the mediating effect of CSR skepticism instead of moderating effects as expected.

H12 is supported partly with the expected effects of death anxiety on mindfulness and connectedness to nature but not on green values.

We rejected H14 relating to the expected moderating effects of green values on the relationships between perceived product quality and three dependent variables (consumer attitudes, purchase and recommendation intentions). In fact, we only found the significant impact of green values on the relationship of perceived firm green engagement and perceived product quality (H13 is supported).

In the next sections, we will discuss the relationships of these constructs in details.

5-PERSONA TYPOLOGY REFLECTING CONSUMER PERCEPTIONS TOWARD CSR

Through the exploratory study corresponding to the research question n o 1 (How is CSR perceived by consumers in Vietnam? Which are the dimensions of CSR considered important to Vietnamese consumers? Can we build a typology of consumers regarding their perceptions of CSR?), we generalized five dimensions that are important to consumers: responsibilities to consumers, to environment, to society, to employees, and to firm itself. Moreover, we proposed a consumer typology reflecting their perceptions and past reactions toward CSR in the oriental context as the figure below. Their characteristics are described as follows.

 Type 1 -The Basic  CSR probably is not important to his/her values;

 neither appreciates firm involvement in CSR nor has steady CSR-related values to guide his/her decisions;

 possibly has low-income;

 purchases products based on basic factors (e.g., good price, promotions, product quality, special occasions, convenient locations);

 has a naïve understanding of CSR, may never notice or think about the concept of CSR;

 mostly would not care much about environmental or social issues;

 might believe that CSR-related issues should be in charge by others and are not his/her concerns;

 barely thinks that firms should be in charge for social responsibilities.

 Type 2 -The Inconsistent

 might formed some certain extent of CSR perceptions and has his/her own definitions of how responsible a firm should be, but would not respond as if these are the values of his/her own;

 His/her behaviors are not likely straightforward as the words he/she says and clearly incompatible with their perceptions;

 supported for firms with CSR activities (e.g., promotion programs) in the past, but passively;

 prefer price over other factors in his/her decision-making;

 believes that "wise consumption" is to purchase practically and put him/herself on the top priority;

 believes that making profit should be the main role of firms.

 Type 3 -The Awaken

 begins to support for firms engaging CSR activities;

 starts to appreciate the goodwill of firms involving in CSR without judging the firms' CSR motivations;

 believes that "doing something for society might be better than doing nothing";

 CSR values become an important factor for his/her decision-making process;

 reviews the CSR practices of firms (e.g., whether it employed animal testing, used ecofriendly materials, or explored children labors; whether firms had community activities in the neighborhoods) before purchasing;

 begins appreciate sustainable initiatives and is conscious in terms of sustainability;

 can actively follow sustainable movements;

 might be willing to pay higher price for responsible products.

 Type 4 -The Proactive -Socially responsible consumer

 owns thorough perceptions toward CSR and the roles of firms;

 believes that doing good for society should be an important role of firms beside making profit;

 To him/her, CSR responsibilities must be written in firm strategies;

 might raise the issues of sustainable development and require the permanence of CSR activities;

 might lead or actively follow the sustainable movements beyond firms' CSR initiatives;

 probably has a great voice in their networks;

 uses their purchasing power as the means to express their concerns about society;

 might not hesitate to question a firm who has not fulfiled environmental and social responsibilities, generally with a harmonized fashion;

 might be willing to challenge the firms performing CSR activities with suspicious motivations (e.g., greenwash).

 Type 5 -The Radical  understands about CSR very well;

 mostly has extreme behaviors corresponding to extreme perceptions toward CSR;

 not only uses the buying power as a weapon to challenge firms but also urges and even forces others to follow;

 might be more negatively sensitive to CSR-related issues without holding a balance mindset between firm's benefits and firms' social responsibilities;

 is likely to confront with irresponsible firms;

 is easy to judge the motivations of firms behind their CSR involvements (e.g., activities

for marketing purpose and sale boosting).

Our typology emphasizes the dynamic nature of consumer perceptions and behaviors in which they possibly move from one category to others. The behavioral changes would depend much in the changes of consumer perceptions which are the results of precedent elements (e.g., beliefs, evaluations, motivations, attitudes, subjective norms) as explained by the theory of reasoned action [START_REF] Fishbein | Belief, Attitude, Intention, and Behavior: An Introduction to Theory Research[END_REF][START_REF] Sheppard | The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research[END_REF][START_REF] Davis | User acceptance of computer technology: a comparison of two theoretical models[END_REF]). Our typology therefore suggested two tendencies:

(1) Staying in one stage: A part of consumers might stay permanently in their stage without changing of behaviors, corresponding to their stable perceptions of CSR.

Possibly, many consumers would keep being The Basic, and/or in other case, many of them definitely would not go further to play the role of The Radical.

(2) Following the stages: Consumers might modify their behaviors according to their ongoing changing perceptions. In this case, they might follow the stages of the evolution path from The Basic, The Awaken, The Inconsistent to The Proactive and even to The Radical) (illustrated by the arrows in the figure above). Needless to say, these stages might not be separate but can be overlapped with each other. Notably, The Awaken stage is salient, marking the critical point for a consumer to move from the lower stages to the higher stages of the evolution path. When stepping up to a new stage, CSR plays a more important role in their decision-making process. When reaching The Proactive, consumer perceptions and behaviors would be closely to "socially responsible consumer behavior" or "ethically minded consumer behavior" (Francois-Lecompte and Roberts 2006, Sudbury-Riley and Kohlbacher 2016).

PSYCHOLOGICAL MECHANISMS LEADS TO CONSUMER RESPONSE TO CSR

Our research question n o 3 is to find out the empirical evidence of the factors that can explain the mechanisms behind consumers' perceptions and their responses to CSR. Through our studies, we uncovered the set of individual psychologic constructs that have the relationships with consumer intentions of performing sustainable consumption behaviors. These constructs were recognized considerably in the domain of well-beings, however, they have not been tested simultaneously in the domain of consumer behavior. From our findings, we now generalize the roles of these psychological factors that might expand our understandings of how consumer perceive and react to firm engagement in CSR.

Habituation plays the role of a moderator but only between the relationship of firm involvement in CSR and purchase intention (not those related to attitude toward the firm and recommendation intention). Generally, higher firm involvement in CSR would result in highly perceived CSR by consumers, and in turn, leads to more positive attitude toward that firm and behavioral intentions (i.e., purchase and recommendation). However, when the old habit takes position (e.g., the habit of consuming the current type of product), it probably reduces the impact of perceived CSR on the outcomes, but not all of them. Notably, when dealing with more engaged intention (i.e., purchase), compared to consumers with lower level of consumption habituation, those with the higher level revealed lower purchase intention for the newly launched product, even though previously they appreciated the firm commitment in CSR.

Perceived firm CSR motives (related to Stakeholder-driven, Egoistic, Strategic, not Valuedriven) plays the role of moderator on the relationship of firm involvement in CSR and perceived product quality. As can be seen through our results, the perceived CSR motives reflecting the firm-self benefits negatively moderates the effect above, indicating that the perceived product quality would be lower when consumers perceived the motives of firm strongly related to firm-self benefits.

Contrary to our hypothesis that CSR skepticism plays the moderating role in the relationship between firm engagement in CSR and consumer response to it, we found that CSR skepticism mediates this effect. Though not so numerously proved in empirical studies, the mediating role of CSR skepticism was found in in our findings, consistent with those in [START_REF] Moreno | How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications[END_REF] study. This negative direction of mediating effect indicates that the higher CSR skepticism a consumer is; the lower level he/she would evaluate on the product quality.

Consumer responses reflecting their green values and its antecedents

Our findings reveal that five individual factors (fear of death, mindfulness, voluntary simplicity, connectedness to nature, internal locus-of-control) together have the impacts on green values of consumers. Understanding these effects therefore contribute to uncover the unknown of why and how consumers associated their perceptions of CSR in their decision-making process toward socially responsible firms, especially the environmental aspect of CSR.

In this study, we found that green values moderated the relationship between perceived firm involvement in CSR and perceived product quality, suggesting that those having higher level of green values anchored in their minds might have higher evaluations of the responsible product (i.e., perceived product quality). Afterwards, they might transfer their positive evaluations of product quality into further positively attitudes and behavioral intentions. Our findings therefore support the previous studies in the sense that consumers that are highly CSR-sensitive might respond strongly than those are not [START_REF] Klein | Why we boycott: Consumer motivations for boycott participation[END_REF]Dawar 2004, Haws et al. 2014).

We also obtained the evidences on the effects among the individual psychologic constructs. Notably, without hypothesizing previously, we found that mindfulness not only has the impact on green values but also on connectedness to nature. This could be explained that mindfulness practices encourage individuals to observe what is happening in the present moment, to live their lives with gratitude and to find the satisfaction in the most natural meaning (Brown andRyan 2003, Shapiro and[START_REF] Shapiro | The art and science of mindfulness: Integrating mindfulness into psychology and the helping professions[END_REF]. Drawing the intention of people out of material possession, mindfulness helps them to appreciate what they already have, and as a result, respects and fosters the connection to the natural world [START_REF] Zsolnai | Business within limits: Deep ecology and Buddhist economics[END_REF][START_REF] Barbaro | Mindfully green: Examining the effect of connectedness to nature on the relationship between mindfulness and engagement in pro-environmental behavior[END_REF][START_REF] Schutte | Mindfulness and connectedness to nature: A meta-analytic investigation[END_REF][START_REF] Li | Mindfulness in ethical consumption: the mediating roles of connectedness to nature and self-control[END_REF].

Besides the contributing effect on green values, connectedness to nature has a significant effect on voluntary simplicity. Since increasing the connectedness to nature may lead people to re-consider the behaviors in terms of favoring the earth and future generations, it also induces them to increase life satisfaction independently from materialism [START_REF] Ericson | Mindfulness and sustainability[END_REF][START_REF] Geiger | Mindfully green and healthy: An indirect path from mindfulness to ecological behavior[END_REF].

Furthermore, we brought the evidences on the direct impacts of death anxiety on consumers' voluntary simplicity and mindfulness, which have not appeared in many empirical studies of marketing domain. In fact, death anxiety might lead to the diminution of choices in one's daily life (or the simplification in consumption behaviors) was suggested in several studies [START_REF] Huang | Consumers' perception on corporate social responsibility: Evidence from Vietnam[END_REF]Wyer 2015, Rahimah et al. 2018). The potential relationship of death anxiety and mindfulness practice was also encouraged to examine in related literature [START_REF] Hofmann | The effect of mindfulness-based therapy on anxiety and depression: A meta-analytic review[END_REF][START_REF] Bianco | The psychological correlates of decreased death anxiety after a near-death experience: the role of self-esteem, mindfulness, and death representations[END_REF]. However, up to now, there have not been any empirical studies that proved the direct effects of death anxiety on two individual constructs: voluntary simplicity and mindfulness, which in turn contributing to consumers' CSR-related values. However, though evoking the insensitive feelings that might force people to re-think their values in life, fear of death has no direct effect on green values as what we assumed previously.

Lastly, internal locus-of-control has a direct effect on green values, reflecting the congruency between the values of sustainability, the long-lasting prosperity, and the internal locus-of-control characteristics. It is consistent to the suggestions of recent studies on this psychologic construct [START_REF] Cleveland | Shades of green: linking environmental locus of control and proenvironmental behaviors[END_REF][START_REF] Patel | Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures[END_REF][START_REF] Toti | Ethical sensitivity in consumers' decision-making: The mediating and moderating role of internal locus of control[END_REF].

THE ETHICAL ERA HAS COME

In two experiments in food sector and skincare & cosmetics one, we found that consumers did not reveal extreme negative attitude toward firm in low-CSR condition (when firms are described as less involving in CSR). The results support the findings in studies in the UK at the beginning of the 21 st century when consumers lean more toward supporting socially responsible activities of firms rather than punishing irresponsible (or low-CSR engaged) firms [START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF]. This is contrast with the findings by [START_REF] Vo | Rewarding the good and penalizing the bad? Consumers' reaction to food retailers' conduct[END_REF] in the same context (Vietnam) which reported that consumers are more sensitive to irresponsible firms rather than those with responsible engagement.

 Perceived product quality: the essential mediator Not only appeared as an important factor of consumer evaluations in extant research, perceived product quality plays the essential mediator that forms consumer responses to CSR (attitudes, purchase and recommendation intentions) through two experiments in food sector and cosmetics and skincare sector.

Surprisingly, during the two experiments, we did not give any information of technical quality control which usually serve as the basis for evaluating the actual quality of products. Participants were merely exposed to the scenarios related to how the firm engaged in CSR in general (experiment 1) and firm engaged in environmental activities (experiment 2). It is interesting that the cue of CSR can induce some sort of evaluations related to product quality. In turn, the positively perceived product quality results in positive intentions of purchasing and recommending the product and the firm, as well as a more favorable attitude toward the firm.

In the beginning of this century, many authors through their studies in consumers' ethical consumption and firm's responsible engagement still show the doubt of an ethical era, unhesitatingly saying that the focus of firms in CSR is not pointless but the ethical era has not yet to come [START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF][START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF][START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF] or stating that the CSR has a limited role in purchase behavior (Öberseder et al. 2011). After one or two decades, empirical studies on CSR have been confirming that the two hands have applauded for the era of responsible and sustainable consumption where firms with their CSR policies have been acknowledged among their audiences (i.e., consumers). And in turn, consumers have gradually required more firm responsible actions and put their preferences for green products and green firms, at least through the possible voice: purchasing power [START_REF] Young | Sustainable consumption: green consumer behaviour when purchasing products[END_REF][START_REF] Dufeu | Socio-environmental multi-labelling and consumer willingness to pay[END_REF][START_REF] Moser | Thinking green, buying green? Drivers of pro-environmental purchasing behavior[END_REF][START_REF] Dekhili | Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent[END_REF]. And if this is true, just as "Birds of a feather flock together", it might not be too optimistic to welcome the era of ethical and sustainable consumption, no matter whether it is in the occidental or oriental context.

CONCLUSION| CONTRIBUTIONS, LIMITATIONS, AND AVENUES FOR FURTHER RESEARCH

The primary purposes of our studies are to investigate the consumer perceptions and responses toward CSR with additional considerations of explaining the beneath psychologic mechanisms of consumer responses to CSR.

We therefore carried out a qualitative study to explore the perceptions of Vietnamese consumers toward CSR and their past behaviors related to CSR. Next, we conducted two separate experiments in two sectors in order to examine how consumers react to firm engagements in CSR. In each experiment, consumers were given the information related to socially responsible engagement of firms. We then examined how consumers judged the quality of products as well as how they translate their perceptions into attitudes toward the responses to CSR. Our findings reveal that CSR has a real impact on consumer evaluations of firm and products, whereas surprisingly, country-of-origin and production process turned out to have no significant impact. Moreover, even though not any cue of quality control process was provided, consumers still form their evaluations on product quality, making it the mediator between the effect of firm involvement in CSR and consumer responses (brand attitude, purchase and recommendation intention). We found that consumption habituation and perceived firm CSR motives moderate the relationship between firm engagement in CSR and consumer responses while CSR skepticism mediates this relationship. Beneath the surface of consumer responses, some individual constructs can explain the psychologic mechanisms, among which consumer green values plays the moderating role between firm green engagement and perceived product quality. Five constructs together contribute to form green values including mindfulness, voluntary simplicity, internal locus-of-control, connectedness to nature, and death anxiety. With these studies, we hope to bring broader understandings of how consumers perceive and react toward CSR in the oriental context that might be more sophisticated than previously conceptualized.

CONTRIBUTIONS

Through this dissertation, we bring the contributions in three aspects: theoretical, methodological, and managerial ones as presented below.

 Theoretical contributions

Our studies seek to provide a deeper understanding of how consumers perceive and react to CSR, contributing a mosaic of CSR insights in the oriental context to the current literature of CSR.

We suggested a 5-Persona categorization based on the consumer CSR perceptions, emphasizing the dynamic nature of behavioral change stages. We also generalized five dimensions of CSR that are important to consumers in oriental context: responsibilities to consumers, to environment, to society, to employees, and to firm itself.

Besides, our research confirmed that CSR has a real impact on consumer evaluations of firm and products, whereas surprisingly, country-of-origin and production process turned out to have no significant impact. In other words, country-of-origin and production process do not always have the impacts on consumer evaluations as suggested in previous studies [START_REF] Bilkey | Country-of-origin effects on product evaluations[END_REF][START_REF] Elliott | Consumer perception of product quality and the country-oforigin effect[END_REF][START_REF] Verlegh | A review and meta-analysis of country-of-origin research[END_REF][START_REF] Dubé | The Healthier the Tastier? USA-India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels[END_REF][START_REF] Rivaroli | Consumers' perception of food product craftsmanship: A review of evidence[END_REF].

Re-examining the role of perceived product quality in two experiments of two different sectors, we confirmed the robustness of its mediating effect on the relationship between firm involvement in CSR and consumer responses. While extant research of the two last decades still pessimistically stated that the ethical era has not yet to come, our position probably is more optimistic, supporting and encouraging the firms to engaging more in CSR since we now have the empirical evidences on the impacts of CSR on consumers' evaluations of firms and their products. Can this model predict consumers' evaluations, responses, intentions?

 Methodological contributions

We also contribute in terms of methodology in consumer research domain through our qualitative study (semi directive interviews), the scenario-based experiments as well as a survey with partial least squares structural equation modeling.

In terms of validating the measurement scales, we considered the techniques of testing the reliability and validity of measurement scales used in our quantitative studies.

Another contribution is related to the scenario-based experiment design that has been considerably used in marketing research. Through two experiments using scenariobased between-subject factorial design, we confirmed the advantages of this method as a practical and convenient quantitative method, especially when conducting studies through online template (e.g., Microsoft Survey template that allows absolute randomization) and when collecting the large sample size is hard to achieve.

 Managerial contributions

From a managerial point of view, we hope to bring practical recommendations for firms about how consumers really perceive, evaluate CSR and transfer their perceptions into positive attitudes toward firm/brand and further behavioral intentions (purchase and recommendation intention). By conducting the experiments, we found that even when providing participants with only the information of firm engagement in CSR and without any cue of quality control process, consumers still come up with some sort of evaluations of the product quality. In other words, we would like to emphasize the role of perceived product quality in forming consumer evaluations on the firms and their products.

Another important implication should be made, related to consumer perception and responses to firm engagement in CSR. This process actually is not straightforward and consumer responses might be more irrational than people usually think.

LIMITATIONS

The limitations of our studies should be mentioned. Our studies were possibly exposed to a number of bias/errors relating to the sampling technique as well as the existing bias and error after we took into account a number of means to avoid these bias and errors. Below we present the potential bias/errors separately for the exploratory study and for the experiments and survey.

 Bias/errors in the exploratory study

When conducting the in-depth interviews, we considered a number of means in order to minimize the bias. Firstly, we let the respondents know that there are no right or wrong answers and only the experiences and opinions of respondents that matter. Besides, almost the interviews were face-to-face rather than through internet or phone calls which might multiply the other types of bias due to the status of local infrastructure. All the interviews were directly conducted by our own to reduce as much as possible the inaccuracy. The interview places was chosen in a way that give respondents the most comfortable and neutral feelings [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF](Mohr et al. , Öberseder et al. 2011)). Some interviews took place in respondents' houses; others in quiet and pleasant coffee shops.

Recruiting participants who had any close relationship to researchers was definitely avoided due to the fact that the acquaintance between interviewer and interviewee could expand the inaccuracy in the responses [START_REF] Strauss | Basics of qualitative research[END_REF]Corbin 1990, Bouma et al. 1995).

In social science investigation, the social desirability bias is quite common, in which

respondents tend to answer in the manner that they think will satisfy the interviewer rather than express their own thoughts and opinions [START_REF] Mohr | Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[END_REF](Mohr et al. , Öberseder et al. 2011)). Besides, they also tends to response in a way that makes bold their ego rather than to follow their actual perceptions or actions (Hair Jr et al. 2017), particularly on social responsibility, which is a politically correct topic that everybody would like to adhere to.

Furthermore, during the direct interviews, we kept a neutral attitude to avoid any cue on how to respond to the raised questions as well as avoided leading questions. This helps to reduce the unconscious misrepresentation bias from respondents. Moreover, all the direct interviews in this study is conducted by our own to avoid any fabricated samples where the hired interviewers can make up the answers, the cheating error that possibly result from hiring outside interviewers (Hair Jr et al. 2017).

 Bias/errors in the experiments and survey

In order to reduce the bias happening during the experiments and survey, we employed a number of solutions such facilitating respondents by employing constructs and concepts that were easy to understand for the majority; using neutral photos to illustrated our concepts without introduce more supplemental bias. Also, we reached respondents who definitely are strangers as subjects for survey to minimize any social desirability effects on their responses due to the acquaintances to researchers. We denied any responses from friends, relatives, or family members but used snow ball method for introducing respondents for the surveys. Besides, the doublecheck control procedure were employed to reduce project administration errors relating to data processing, coding, and data entry (Hair Jr et al. 2017).

To be noticeable, some of the bias/error might appear in all of three studies such as average error (i.e., when participants responded to questions based on the general norm behaviors or attitudes rather their actual ones) or faulty recall (i.e., when participants are subject to inaccurate memory). Moreover, during our studies, although we applied as much as possible the techniques to avoid, an amount of bias and error was remained and inescapable when referring the topics of ethics, business ethics, opinions and memory.

In the ideal conditions, the probability sampling is prioritized for both qualitative and quantitative studies to get the most quality of generalization of the target population. In our empirical studies, however, the nonprobability quota sampling was employed. Therefore, the representativeness of participants for the target population is difficult to measure in comparing to probability sampling. Besides, both qualitative and quantitative studies were conducted in Vietnam with limited number of respondents. In other words, the results of this study may limit to the smaller population of Vietnam those who directly responded to the survey. The generalizations of our findings therefore should be approached with some cautions.

AVENUES FOR FUTURE RESEARCH

We call for the empirical studies that re-examine our conceptual model of sustainable behaviors with the consideration of the effects of individual constructs (mindfulness, voluntary simplicity, connectedness to nature, internal locus-of-control, and death anxiety) on green values, among which some variables (e.g., death anxiety, mindfulness) might have complicated effects on consumer perceptions toward sustainable consumption that need more empirical evidences. Our model is suggested to test for the prediction of consumer preferences, intentions and further behaviors.

We also suggest the comparison studies, employing this conceptual model on various markets (e.g., European vs. Asia vs. American countries) to expand the understandings of psychologic mechanisms underneath consumer responses to CSR.

As a matter of fact, not all Asian countries have the same cultural traits, making it different when applying our conceptual model for each region of Asia. For instance, consumers the northeast Asian markets (e.g., Japan, Korea, China) would perceive and react to CSR differently in comparing to consumers in south Asia (e.g., India, Nepal) or in southeast Asia (e.g., Singapore, Thailand, Malaysia, Indonesia) [START_REF] Birch | Corporate social responsibility in Asia[END_REF][START_REF] May | The debate over corporate social responsibility[END_REF][START_REF] Whelan | Corporate social responsibility in Asia: A Confucian context. The Debate Over Corporate Social Responsibility[END_REF][START_REF] Visser | Corporate Social Responsibility in Developing countries. The Oxford handbook of corporate social responsibility[END_REF][START_REF] Kim | Dynamics of corporate social responsibility in Asia: Knowledge and norms[END_REF]. Therefore, it would be interesting to assess the effects of the individual constructs among Asian oriental markets in order to reveal the variances in consumer responses to CSR.

Besides, empirical studies employing our findings related to the 5-Persona typology of consumers regarding their CSR insights are also suggested to make it applicable across product categories and markets. Moreover, our experiments examining how consumers evaluate and react to CSR were conducted in two specific sectors (food sector, cosmetic and skincare sector)

where the products are directly impact consumer health and firm CSR practices are more carefully considered than others. Further studies on other sectors thus are recommended.

Finally, the interesting topic relating to the attitude -behavior gap of consumers is considered substantive in consumer research of CSR perceptions and responses. Further research on the investigation of this gap therefore were suggested for bridging and narrowing down this discrepancy.

  program. Many thanks to professors and PhD students in the Faculty of Management and ARGUMans laboratory for their encouragements during my years working in the lab as well as the remarks they made in the ARGUMans seminars. I highly appreciate my friends who have walked alongside with me for the last four years, Dương Rosana, Pablo, Tenzin, Pascale, Jonathan, Hugo, Huyền Ngân, Nga, Thủy, Dũng, chị Xuân, chị Thu, iii chị Thủy, em Đức, em Uyên, em Ngân, Ferdaous, Fahim, Nargis, Danh, Nhung, Quỳnh… Without you, these years would not be meaningful like this. I would like to deliver my special acknowledgements to Campus France and Vietnam International Education Development, who financed my PhD scholarship in France. My special thanks go to the Board of Directors, Department of Finance and Planning of Vietnam National University -Hochiminh City, and the Board of Directors in University of Economics and Law, who supported and facilitated my studying in France.

Figure 0

 0 Figure 0.1. Research design in three steps .....................................................................................................

Figure 0

 0 Figure 0.2. The organization of the dissertation .............................................................................................

Figure 1

 1 Figure 1.3. The pyramid model of CSR (Carroll 1991) ...................................................................................

Figure 1

 1 Figure 1.4. Elkington's Triple Bottom Line Model (3Ps formulation) ...........................................................

Figure 1

 1 Figure 1.5. The key issues of CSR defined by The United Nations ................................................................

Figure 1

 1 Figure 1.6. Consumer ethical awareness and their attitudes to ethical purchasing (Carrigan and Attalla 2001) .............................................................................................................................................................

Figure 1

 1 Figure 1.7. The original pyramid model of CSR and the revised one for developing countries ...................

Figure 2

 2 Figure 2.8. 5-Persona categorization in the oriental context .......................................................................

Figure 2

 2 Figure 2.9. Carrigan (2001)'s typology in the UK based on ethical perspective ...........................................

Figure 2 .

 2 Figure 2.10. Mohr (2001)'s typology of consumers regarding CSR perceptions in the US ...........................

Figure 2 .

 2 Figure 2.11. Evolution path of consumers when changing their perceptions of CSR ...................................

Figure 3 .

 3 Figure 3.12. Conceptual framework 1 ..........................................................................................................

Figure 4 .

 4 Figure 4.13. Flow of experiment 1 ................................................................................................................

Figure 4 .

 4 Figure 4.14. The responses by conditions ...................................................................................................

Figure 4 .

 4 Figure 4.15. Difference effects of educational level on consumer responses ............................................

Figure 4 .

 4 Figure 4.16. The conceptual model after being tested ...............................................................................

Figure 5 .

 5 Figure 5.17. Conceptual framework of the replicated experiment and integrative survey .......................

Figure 6 .

 6 Figure 6.18. Conceptual framework ...........................................................................................................

Figure 6 .

 6 Figure 6.19. A picture might introduce a link with nature (leaves) or the bias of the premium quality ....

Figure 6 .

 6 Figure 6.20. The neutral picture was used in scenario-based experiment .................................................

Figure 6 . 21 .

 621 Figure 6.21. Flow of survey .........................................................................................................................

Figure 6 .

 6 Figure 6.22. Illustrating the failure of manipulation in the first pilot test ..................................................

Figure 6 .

 6 Figure 6.23. Responses by conditions .........................................................................................................

Figure 6 .

 6 Figure 6.24. Conceptual model after being tested .....................................................................................

Figure 7 .

 7 Figure 7.25. Specification of structural model ............................................................................................

Figure 7 .

 7 Figure 7.26. Redundancy analysis of formative measurement models ......................................................

Figure 7 .

 7 Figure 7.27. Reflective-formative hierarchical component model of fear of death ...................................

Figure 7 .

 7 Figure 7.28. Reflective-formative hierarchical component model of Mindfulness ....................................

Figure 7 .

 7 Figure 7.29. Final structural equation model ..............................................................................................

Figure 8 .

 8 Figure 8.30. 5-Persona: A dynamic consumer typology based on CSR perception ....................................

  ABBREVIATIONS

Figure 0 . 1 .

 01 Figure 0.1. Research design in three steps

Figure 0 . 2 .

 02 Figure 0.2. The organization of the dissertation

Figure 1 . 3 .

 13 Figure 1.3. The pyramid model of CSR[START_REF] Carroll | The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders[END_REF]

Figure 1 . 4 .

 14 Figure 1.4. Elkington's Triple Bottom Line Model (3Ps formulation)

Figure 1 . 5 .

 15 Figure 1.5. The key issues of CSR defined by The United Nations

Figure 1 . 6 .

 16 Figure 1.6. Consumer ethical awareness and their attitudes to ethical purchasing[START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF]

  by two main axes: CSR perceptions and CSR responses as shown in the figure below. Based on these two main properties, we suggest a 5-Persona categorization including The Basic, The Inconsistent, The Awaken, The Proactive, and The Radical. Their characteristics are described as follows.

Figure 2

 2 Figure 2.8. 5-Persona categorization in the oriental context

Figure 2

 2 Figure 2.9. Carrigan (2001)'s typology in the UK based on ethical perspective

Figure 2 .

 2 Figure 2.10. Mohr (2001)'s typology of consumers regarding CSR perceptions in the US

  consumer responses to CSR in food sector 4.1. Research design: scenario-based experiment 4.2. Data collection 4.3. Data analysis 4.4. Discussion Chapter 6|Replicated experiment: consumer responses in skincare & cosmetics sector 6.1. Research design 6.2. Data collection 6.3. Data analysis 6.4. Discussion Chapter 7|Explaining consumer responses through structural equation modeling 7.1. Model specification 7.2. Model evaluation 7.3. Discussion PART III -BENEATH THE SURFACE: FACTORS EXPLAINING CONSUMER RESPONSES TO CSR Chapter 2|Exploratory study: consumer perceptions of CSR in Vietnam 2.1. Research design 2.2. Data collection and coding procedure 2.3. Findings 2.4. Discussion Chapter 1| CSR and consumers 1.1. The concept of CSR 1.2. How does CSR matter to consumers? 1.3. The oriental cultural aspects & their impacts on CSR conceptualization 1.4. Qualitative study: How consumers perceived CSR in Vietnam Chapter 3| Consumer evaluations and reactions to CSR 3.1. Consumer evaluations of the firm and its products 3.2. Consumer responses to CSR: attitude and behavioral intentions 3.3. Consumption habituation 3.4. How consumers perceived firm CSR motives 3.5. Skepticism toward firm engagement in CSR 3.6. Hypotheses development Chapter 5| Factors explaining consumer responses to CSR 5.1. Mindfulness and green consumption 5.2. Voluntary simplicity leads to conscious consumption 5.3. Connectedness to nature and sustainable values 5.4. Internal locus-of-control and the values of sustainability 5.5. Death anxiety: its effects on voluntary simplicity and mindfulness 5.6. Consumer sustainable behaviors reflecting their green values PART I -WHAT CSR IS AND HOW VIETNAMESE CONSUMERS PERCEIVE IT PART II -HOW CONSUMERS EVALUATE AND REACT TOWARD CSR Conclusion: contributions, limitations, and further research CHAPTER 3| LITERATURE REVIEW ON CONSUMER EVALUATIONS AND REACTIONS TO CSR As already presented in Chapter 1, the fact that consumers perceive firm engagement in CSR through their own lens forms their evaluations of the firms and their products. In this chapter, we would review other factors that are also involved in the evaluations of consumers through literature, to better identify the role and weight of perceived firm engagement in CSR. We firstly consider the respective effect of firm involvement in CSR on perceived product quality and on consumer attitudes and behavioral intentions. As such, we introduce our following hypothesis: H1: When high (vs. low), firm involvement in CSR positively impacts (a) perceived product quality and consumer responses toward the firm, namely (b) brand attitude, (c) purchase and (d) recommendation intentions.

H2:

  When foreign (vs. domestic), firm origin positively impacts (a) perceived product quality and consumer responses toward the firm, namely (b) brand attitude, (c) purchase and (d) recommendation intentions.

H3:

  When industrial (vs. artisanal), firm production process positively impacts (a) perceived product quality and consumer responses toward the firm, namely (b) brand attitude, (c) purchase and (d) recommendation intentions.

  a nutshell, purchase and recommendation intentions are two related facets of supporting firms, that are worthy to study as outcome variables. While purchase intention is associated with the likelihood to spend money for oneself, recommendation intention is associated with the likelihood to tell others. However, extant researches have argued that saying good is easier than doing good[START_REF] Boulstridge | Do consumers really care about corporate responsibility? Highlighting the attitude-behaviour gap[END_REF][START_REF] Carrigan | The myth of the ethical consumer-do ethics matter in purchase behaviour?[END_REF][START_REF] Auger | Do what consumers say matter? The misalignment of preferences with unconstrained ethical intentions[END_REF], especially in sustainable consumption area[START_REF] Su | Recommendation and repurchase intention thresholds: A joint heterogeneity response estimation[END_REF]. Consistent with what we would like to focus on this study, we would examine both purchase intention and recommendation intention among consumers, given the context about the firm engagement in CSR, their country-of-origin, and the production process.

  on the extent, CSR skepticism among consumers may challenge the effects of firms' CSR efforts in several ways. Whether firms are doing responsible activities with or without sincerity, consumers with high extent of skepticism may hesitate to come up with supportive actions for firms' products, especially if CSR-related values are very important to them[START_REF] Elving | Scepticism and corporate social responsibility communications: the influence of fit and reputation[END_REF][START_REF] Zhang | Consumer skepticism towards CSR messages: The joint effects of processing fluency, individuals' need for cognition and mood[END_REF][START_REF] Moreno | How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications[END_REF]. For example, studies in the retailing sector measuring the extent of certainty of participants about the ethical standards of firms showed that consumers usually express their doubtful attitudes toward firms' CSR initiatives. Accordingly, those with high extent of uncertainty toward CSR would be more vulnerable to unfavorable information or rumors about firms, which, in turn, results in less supportive actions toward firms[START_REF] Skarmeas | When consumers doubt, watch out! The role of CSR skepticism[END_REF][START_REF] Moreno | How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications[END_REF][START_REF] Amawate | Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator[END_REF].

  Figure 3.12. Conceptual framework 1

(

  chapter addressed the related literature corresponding to the research question n o 2 What are the relative impacts of firm involvement in CSR, production process, and firm's country-of-origin on perceived product quality and the consequences on consumers' attitudes and behavioral intentions?) and partly to the research question n o 3 (Which factors that can explain the mechanisms behind consumers' perceptions and their responses to CSR?).

  The concept of CSR 1.2. How does CSR matter to consumers? 1.3. The oriental cultural aspects & their impacts on CSR conceptualization 1.4. Qualitative study: How consumers perceived CSR in Vietnam Chapter 3| Consumer evaluations and reactions to CSR 3.1. Consumer evaluations of the firm and its products 3.2. Consumer responses to CSR: attitude and behavioral intentions 3.3. Consumption habituation 3.4. How consumers perceived firm CSR motives 3.5. Skepticism toward firm engagement in CSR 3.6. Hypotheses development Chapter 5| Factors explaining consumer responses to CSR 5.1. Mindfulness and green consumption 5.2. Voluntary simplicity leads to conscious consumption 5.3. Connectedness to nature and sustainable values 5.4. Internal locus-of-control and the values of sustainability 5.5. Death anxiety: its effects on voluntary simplicity and mindfulness 5.6. Consumer sustainable behaviors reflecting their green values PART I -WHAT CSR IS AND HOW VIETNAMESE CONSUMERS PERCEIVE IT PART II -HOW CONSUMERS EVALUATE AND REACT TOWARD CSR Conclusion: contributions, limitations, and further research CHAPTER 4| EXPERIMENT: CONSUMER RESPONSES

Figure 4 .

 4 Figure 4.14. The responses by conditions

Figure 4 .

 4 Figure 4.15. Difference effects of educational level on consumer responses

  intentions) as well as the moderating roles of consumption habituation and perceived firm CSR motives. Different from what we expect, CSR skepticism mediates the role of firm involvement in CSR and perceived product quality (see the conceptual model after tested below).

Figure 4 .

 4 Figure 4.16. The conceptual model after being tested

  Voluntary simplicity, considered as a self-concept[START_REF] Turner | Social categorization and the self-concept: A social cognitive theory of group behavior[END_REF]) involved with detachment from unnecessary matters and focus on what are necessary, is therefore consistent with the notion of responsible consumption[START_REF] Mcdonald | Toward sustainable consumption: Researching voluntary simplifiers[END_REF][START_REF] Iyer | Purpose and object of anti-consumption[END_REF][START_REF] Peyer | The role of sustainability in profiling voluntary simplifiers[END_REF]. Put in this light, the more people give possessions to others, the higher state of wellbeing they can achieve (Leonard-Barton 1981, White et al. 2019), which in turn results in the less possessiveness and consumption as well, contributing to positively sustainable implication. Through the process of purification of what matters and what does not, minimalistic consumption helps to avoid repurchase and enhance the quality of life (Craig-Lees and Hill 2002).

H9:

  Voluntary simplicity has a positive effect on green values. H10: Connectedness to nature has a positive effect on green values. H11: Internal locus-of-control has a positive effect on green values. H12: Fear of death has positive effects on (a) voluntary simplicity, (b) mindfulness, and (c) green values. H13: Green values positively moderate the relationship between perceived firm green engagement and perceived product quality. H14: Green values positively moderate the relationships between perceived product quality and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions. H15: Perceived product quality mediates the relationships between perceived firm green engagement and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions.

Figure 5 .

 5 Figure 5.17. Conceptual framework of the replicated experiment and integrative survey

Figure

  Figure 6.18. Conceptual framework

Figure 6 .

 6 Figure 6.19. A picture might introduce a link with nature (leaves) or the bias of the premium quality

Figure 6 . 21 .

 621 Figure 6.21. Flow of survey

  inside) 1 Noticing body sensations while walking Noticing the sensations of body moving while walking 2 Staying alert to sensations while showering 3 Paying attention to sensations Paying attention to sensations, such as the wind blowing through my hair; or the sunlight on my face Observe (outside) 1 Paying attention to sounds Paying attention to sounds, such as clocks ticking, birds chirping, or cars passing 2 Noticing smells and aromas 3 Noticing visual elements Noticing visual elements around, such as colors, shapes, textures, or patterns of light and shadow Describe 1 Finding words to describe feelings 2 Not finding words to describe thoughts (r) 3 Not expressing the feelings about things (r) 4 Not describing body sensations (r) 5 Finding words if upset Act with Awareness 1 Being focused only on what is done, nothing else 2 Getting wrapped up in doing things and don't think about anything else 3 Doing several things at once (r) Doing one thing at once 4 Getting absorbed in what is done Act without Judgment 1 Criticizing myself for having emotions (r) 2 Believing that my thoughts are abnormal (r) 3 Making judgments about my thoughts (r) 4 Telling myself that thoughts should not be (r) 5 Thinking emotions are not appropriate (r) In general, I usually in the state of mindfulness (i.e., focus on what happens in the present; care to my emotions and feelings)

Figure 6 .

 6 Figure 6.22. Illustrating the failure of manipulation in the first pilot test

Figure 6 .

 6 Figure 6.23. Responses by conditions

Figure 6 .

 6 Figure 6.24. Conceptual model after being tested

Figure 7 .

 7 Figure 7.25. Specification of structural model

  are seven reflective measurement models used in this study: Internal locus-of-control, Green values (of consumers), Perceived firm green engagement; Perceived product quality; Attitude toward firm; Purchase intention; and Recommendation intention. For each of these reflective models, we conducted three steps including (1) internal consistency reliability, (2) convergent validity, and (3) discriminant validity.For internal consistency reliability, PLS-SEM results in the table below show that allCronbach's alpha of 7 reflective constructs are above 0.70 (ranging from .772 to .960). The composite reliability of them are also above 0.70 (ranging from .845 to .974). The internal consistency reliability of each reflective construct is between Cronbach's alpha and composite reliability, indicating the favorable reliability.For convergent validity, all the outer loadings of all constructs are above threshold 0.70, except one item of Green values (CGreen3) which outer loadings yielded .665, slightly under the threshold. However, it does not have great influence on the whole constructs, and therefore, is kept in the model. Besides, all values of average variance extracted (AVE) are above the threshold of .50 (ranging from .578 to .934), indicating that the indicators within each reflective construct converge and share a high proportion of variance.

Figure 7 .

 7 Figure 7.26. Redundancy analysis of formative measurement models

  The low-order reflective model involves two latent variables (or two dimensions): fear for one self's death (measured by item FearD1 to FearD7) and fear for others' death (measured by item FearD8 to FearD17) as the figure below.

Figure 7 .

 7 Figure 7.27. Reflective-formative hierarchical component model of fear of death



  Mindfullness: reflective-formative hierarchical component modelMindfulness measurement model is specified with two layers: reflective low-order component model and formative high-order component model.The low-order reflective model of Mindfulness consisted five reflective latent variables:observe inside, observe outside, describe, act with awareness, and act without judgment, specified as the figure below.

Figure 7 .

 7 Figure 7.28. Reflective-formative hierarchical component model of Mindfulness

  The figure below visualizes the final structural equation model in which the thickness of the arrow represents the largeness of the structural model path coefficients, and the number on the path represents the size of path coefficients. To be noticeable, all paths appearing in this final model are statistically significant, and some of the path coefficients have larger sizes (thicker arrows), implying large effects on targeted constructs.

Figure 7 .

 7 Figure 7.29. Final structural equation model

  a) brand attitude, (b) purchase and (c) recommendation intentions.   H5 Habituation negatively moderates the relationship between perceived product quality and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions.  partly  H6 Perceived firm CSR motives negatively moderates the relationship between firm involvement in CSR and perceived product quality. positive effect on green values.   H9 Voluntary simplicity has a positive effect on green values.   H10 Connectedness to nature has a positive effect on green values.   H11 Internal locus-of-control has a positive effect on green values.   H12 Fear of death has positive effects on (a) voluntary simplicity, (b) mindfulness, and (c) green values. moderate the relationship between perceived firm green engagement and perceived product quality.   H14 Green values positively moderate the relationships between perceived product quality and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions. x H15 Perceived product quality mediates the relationships between perceived firm green engagement and consumer responses toward the firm, namely (a) brand attitude, (b) purchase and (c) recommendation intentions.

Figure 8 .

 8 Figure 8.30. 5-Persona: A dynamic consumer typology based on CSR perceptions

  firm and behavioral intentions. In both experiments, not any cue of quality control process was provided. The second experiment was integrated in a survey that aimed to explain the psychologic mechanisms behind consumer perceptions and responses toward CSR. Through a structural equation model, we tested simultaneously the effects of the individual factors on outcome constructs of consumer responses. We addressed the topic in the oriental context (Vietnam, an emerging East Asian market) to contribute to the knowledge about CSR through a more complete understanding of consumer behaviors toward CSR. Considered as a universal concept, CSR was actually originated from occidental perspective, making it inadequate to be imposed globally. The CSR perceived by firms and consumers might be divergent in oriental context. Besides, whether CSR plays a requisite role in purchasing decision process is still unclear, creating the exaggeration of consumers' responses which in turn generates the overreaction of firms. Aiming to expand the understandings of consumer perceptions and their responses to CSR in oriental context, we therefore conducted our studies in Vietnam, an emerging East Asian market. We carried out a qualitative study to explore CSR insights of consumers and built a 5-Persona typology of consumers, and two scenario-based experiments in food sector and cosmetics & skincare sector to test consumer reactions to CSR. The second experiment was integrated in a large survey later used to form a structural equation model, explaining the psychologic mechanisms behind consumer

Furthermore, we contribute

  to the current literature with the explanation of consumer responses to CSR through the effects of consumption habituation, perceived CSR motives, CSR skepticism. In addition, for the first time, the set of individual constructs that form green values of consumers was tested simultaneously, highlighting the significances of factors often studied in psychological and behavioral domains. In this tested conceptual model, we emphasize the roles of mindfulness, voluntary simplicity, connectedness to nature, internal locus-of-control, fear of death, and green values in the area of sustainable behavior research.

Furthermore

  , with empirical evidences harvested through three studies, we highlight the individual factors that induces consumers to their final responses. Three factors having negative effects (current consumption habituation, CSR skepticism, perceived CSR motives) may challenge the favorable impacts of CSR initiatives on consumer behavioral intentions, and therefore, are necessary to take into account in marketing domain. Furthermore, the other psychologic individual factors (mindfulness, voluntary simplicity, connectedness to nature, internal locus-of-control, and fear of death) also need the considerations because of their directly and indirectly effects on consumers' green values. In turn, green values form further evaluations on the firms and its products as well.

Table 0 .

 0 1: Synthesis of the research design .................................................................................................... Table 1.2. Dimensions of CSR (Dahlsrud 2008) .............................................................................................

	Table 1.3. Consumer responses to CSR

Table 0 .

 0 1: Synthesis of the research design

	Research problem	Understanding consumers' perceptions and responses toward CSR in Vietnam
		Question n o 1	Question n o 2	Question n 0 3
		How is CSR perceived by	What are the relative	Which factors can
		consumers in Vietnam?	impacts of firm	explain the
	Research questions	 Which are the dimensions of CSR considered important to Vietnamese consumers?  Can we build a typology of perceptions of CSR? consumers regarding their	involvement in CSR, production process, and country-of-origin on perceived product quality behavioral intentions? consumer attitudes and and the consequences on	mechanisms behind consumer perceptions and their responses to CSR?
	Approaches	Qualitative	Quantitative
	Types of research	Exploratory	Descriptive and causal
	Methods	In-depth interviews	Scenario-based experiments + Field survey

Table 1 .

 1

2. Dimensions of CSR

[START_REF] Dahlsrud | How corporate social responsibility is defined: an analysis of 37 definitions[END_REF]

Dimensions of CSR Descriptions Example of the related concept Environmental dimension

	Dimensions of CSR	Descriptions	Example of the related concept
	Stakeholder	related to stakeholders or	interaction with their stakeholders'
	dimension	stakeholder groups	'how organizations interact with their
			employees, suppliers, customers and
			communities'
			'treating the stakeholders of the firm'
	Voluntariness	related to actions not	based on ethical values'
	dimension	prescribed by law	'beyond legal obligations'
			'voluntary'
		related to the natural	a cleaner environment'
		environment	'environmental stewardship'
			'environmental concerns in business
			operations'
	Social	related to the relationship	'contribute to a better society'
	dimension	between business and	'integrated social concerns in their
		society	business operations'
			'consider the full scope of their impact
			on communities'
	Economic	related to socio-economic or	'contribute to economic development'
	dimension	financial aspects, including	'preserving the profitability'
		describing CSR in terms of a	'business operations'
		business operation

  , Chapple and Moon 2005, Arya and Zhang 2009, Vo and Arato 2019).

	SUMMARY OF CHAPTER 1
	This chapter paved the way for our empirical studies afterwards, addressing the research
	question n o 1: How is CSR perceived by consumers in Vietnam? and specifically, which are the
	dimensions of CSR considered important to Vietnamese consumers? Can we build a typology
	of consumers regarding their perceptions of CSR?
	Through reviewing related literature on CSR, we captured the current concepts of CSR in
	general as well as how consumers perceived CSR efforts of firms. It is apparent that there exist
	no clear-cut responses of consumers toward CSR, taking into account the congruence of CSR
	and individuals' values. Moreover, we also addressed in this chapter the cultural
	characteristics of East Asia regions and the influences of Buddhism, Confucianism, and
	collectivism, which are supposed to play the role in conceptualizing CSR and its elated
	dimensions. Specifically, the bonds of family and friendship, the respect toward hierarchy, and
	the indirect communication style -among other traits -shape business practices in East Asia
	as well as how CSR is executed by firms and how it is perceived by consumers.
	In a nutshell, consumers in different markets do not have the same concerns or put the same
	priority toward the social responsibilities of enterprises. While there are plenty of researches Aiming to add a new nuance to the current palette of CSR literature, we envisaged an empirical
	focusing on consumers in occidental markets, the CSR topic is still under-researched in oriental study in oriental context, with a representative of an emerging East Asian country (Vietnam).
	markets, and thus necessary to study to complete the global picture of CSR. This study,
	therefore, seeks to expand the understandings of consumers in Vietnam, an emerging country
	in East Asia, toward CSR and the CSR dimensions that together explain the variance in
	consumer responses toward firm engagement in CSR. Based on the consumer perceptions of
	CSR, we would like to build a typology of consumers, reflecting how CSR is perceived by
	consumers in East Asia.

Chapter 4|Experiment: consumer responses to CSR in food sector

	4.1. Research design: scenario-based experiment
	4.2. Data collection
	4.3. Data analysis
	4.4. Discussion

Chapter 6|Replicated experiment: consumer responses in skincare & cosmetics sector

	6.1. Research design
	6.2. Data collection
	6.3. Data analysis
	6.4. Discussion

Chapter 7|Explaining consumer responses through structural equation modeling

	7.1. Model specification
	7.2. Model evaluation
	7.3. Discussion

PART III -BENEATH THE SURFACE: FACTORS EXPLAINING CONSUMER RESPONSES TO CSR Chapter 2|Exploratory study: consumer perceptions of CSR in Vietnam

	Chapter 1| CSR and consumers
	1.1. The concept of CSR
	1.2. How does CSR matter to consumers?
	1.3. The oriental cultural aspects & their impacts on CSR conceptualization
	1.4. Qualitative study: How consumers perceived CSR in Vietnam
	2.1. Research design
	2.2. Data collection and coding procedure
	2.3. Findings
	2.4. Discussion

Chapter 3| Consumer evaluations and reactions to CSR

	3.1. Consumer evaluations of the firm and its products
	3.2. Consumer responses to CSR: attitude and behavioral intentions
	3.3. Consumption habituation
	3.4. How consumers perceived firm CSR motives
	3.5. Skepticism toward firm engagement in CSR
	3.6.

Hypotheses development Chapter 5| Factors explaining consumer responses to CSR

	5.1. Mindfulness and green consumption
	5.2. Voluntary simplicity leads to conscious consumption
	5.3. Connectedness to nature and sustainable values
	5.4.

Internal locus-of-control and the values of sustainability 5.5. Death anxiety: its effects on voluntary simplicity and mindfulness 5.6. Consumer sustainable behaviors reflecting their green values PART I -WHAT CSR IS AND HOW VIETNAMESE CONSUMERS PERCEIVE IT PART II -HOW CONSUMERS EVALUATE AND REACT TOWARD CSR Conclusion: contributions, limitations, and further research CHAPTER 2| EXPLORATORY STUDY:

Table 2 .4. Themes and subthemes arising from the coding operation Themes Subthemes Level 1 Level 2 1. Purchasing habits

 2

		 Buying location	 Traditional market/grocery store
			 Supermarket/Convenient Store
			 Online
		 Factors to buy	 Price
			 Suitability (demand)
			 Availability (convenience)
			 Well-known brand
			 Firms doing good (CSR)
			 WOM/review
	2. Attitude	 Extremely positive	 Buddhism spirit keeps people doing good
	toward CSR activities	 Positive	 Young generation starting up

 Neutral  Negative  Extremely negative  Unqualified food  Degradation of morality (Crisis of credibility)  Low efficiency of authorized agencies  Necessity of intervention of legislation

The role of word of mouth and trust

	and other diseases mainly due to the food that we consumed on markets [...]
	The unqualified food used for long time would cause bad consequences for our
	health. Then I realize that I really care about clean food. I am afraid of no
	branded products. And food with brand are not surely clean, but at least they
	are better." (CON08_Tan)
	Most of the respondents expect firms to be responsible in providing quality verifications
	assessed by authorized agencies. In Vietnam, low and middle-class people own less
	capacity to comprehend scientific explanations regarding to quality control, making them
	unable to judge the quality by themselves. This is a dilemma, however, that when asked,
	consumers mostly hesitate to trust public agencies either, as mentioned by a respondent:
	"In Vietnam, consumers automatically comprehend the background of food
	industry. The management of quality is confused. There's not any confirmation
	by the relevant authorities for you to feel safe. [...] I do not trust them. It is
	problematic because at that time we have to play the role of both consumer and
	quality examiner without scientific background but the feeling of safeness.
	Therefore, in Vietnam it is inevitable to choose a product giving you the feeling
	of reliability." (CON01_Duong)
	In Vietnam now, the most concern is quality and cleanness of food. I don't know
	how to describe it, but 'clean' means that the companies don't use bad
	ingredients, the components causing cancer, to name but a few. We got cancer

  their strategy leans toward sustainability or not." (CON21_Le Trang)It has been several decades since radical behaviorism was proposed for further research,

	 Type 5 -The Radical
	Besides, they are likely to raise the issues of sustainable development and require the
	permanence of CSR activities. Thus, they may lead or actively follow the sustainable
	movements beyond the CSR initiatives of firms. Many of them probably have a great voice
	in their networks, as revealed by a respondent:
	"We must be ethical consumers first. If you want to make this society better
	and want to enjoy fresh air, firstly you have to be 'clean' within yourself. If
	quick look on their advertising campaign, whether they are just beating the
	drum or asking people to join them in their responsible initiatives."
	(CON11_Thoa)

everyone doesn't not care these issues and ask for someone else to take the burden, the issues are not solved." (CON17_Duyen)

Counterbalance to socially responsible firms, The Proactive could be socially responsible consumers which are very close to the concept "ethical minded consumers" who use their purchasing power as a mean to express their concerns about society

[START_REF] Webster | Determining the characteristics of the socially conscious consumer[END_REF][START_REF] Francois-Lecompte | Developing a measure of socially responsible consumption in France[END_REF][START_REF] Sudbury-Riley | Ethically minded consumer behavior: Scale review, development, and validation[END_REF]

. Differently to the previous types, The Proactive may not hesitate to question a firm who do not fulfill the environmental and social responsibilities, generally with a harmonized fashion. Moreover, they may be willing to challenge the firms performing CSR activities with suspicious motivations (e.g., greenwash):

"If firms' operation can bring benefits permanently for community, for their consumers, and for themselves, that's ok. That's truly heart-centered. But if they just claim to be 'heart-centered' through some scattered activities, it just fameearning. It is not enough." (CON21_Le Trang) "It's very easy to recognize a firm doing marketing for their image. Just have a

Table 4

 4

		.5. Eight scenarios by conditions
	Treatment	Domestic Artisanal Industrial	Foreign Artisanal Industrial
	Low CSR	SCENARIO 1	SCENARIO 3 SCENARIO 5 SCENARIO 7
	High CSR	SCENARIO 2	SCENARIO 4 SCENARIO 6 SCENARIO 8
	(see the detailed scenarios in appendices)

Table 4

 4

	.9. The current behaviors of drinking and purchasing coffee
	Characteristics	Frequency Valid Percent
	Drinking coffee
	1 time/day	142	23.9
	2 times/day	54	9.1
	3 times/day or more	19	3.2
	I don't drink coffee	71	11.9
	Sometimes	309	51.9
	Total	595	100.0
	Purchasing coffee
	No, I don't buy coffee products	120	20.2
	Yes, I buy for my family/others' usage	184	30.9
	Yes, I buy for my own usage	291	48.9
	Total	595	100.0

Table 4 .

 4 10. The reliability and validity of measured variables

	No.	Variables	Factor loadings	Cronbach's alpha
	Perceived CSR of consumers	Total Variance Explained = 76.13%	0.894
	Company X is aware of environmental issues.	0.870
	Company X fulfils its social responsibilities.	0.891
	Company X gives back to society.	0.823
	Company X acts in a socially responsible way.	0.904
	Product Quality		Total Variance Explained = 83.27%	0.899
	Products of company X have very poor	0.911
	quality/have very high quality.
	Products of company X are inferior/are	0.909
	superior.
	Products of company X are poorly made/are	0.918
	well made.
	Attitude toward the firm	Total Variance Explained = 90.06%	0.944
	Please indicate your overall attitude toward
	[company X]:
	dislike---like		0.947
	unfavorable---favorable	0.957
	negative---positive	0.943
	Purchase Intention	Total Variance Explained = 85.52%	0.914
	It is very likely that I will buy products from	0.935
	company X.
	I will purchase products from company X the	0.950
	next time I need coffee.
	I will definitely try other products from	0.888
	company X.
	Recommendation Intention	Total Variance Explained = 91.53% 0.843 a
	I would say positive things about company X	0.957
	to other people.
	I would recommend company X if anyone	0.957
	asked me for advice.
	Perceived Firm's Motives		0.904
	Values driven		Total Variance Explained = 72.48%	0.809

Table 4 .

 4 12. Results of Independent samples t-tests

	Manipulated variables	Conditions	N	Mean	Std. Deviation	t	df	Sig. (2-tailed)
	CSR involvement	Low-CSR	301	4.92	1.550	-5.144 594 0.000
		High-CSR	294	5.52	1.326
	Firm origin	Domestic Foreign	376 219	3.55 5.20	2.308 2.162	-8.721 480 0.000
	Production process	craft-made Industrial-made	294 302	3.31 5.86	2.137 1.541	-16.679 532 0.000

Table 4 .

 4

	Independent variable	MANOVA Results	N	Product quality	Univariate Results Consumer Purchase attitude intention	Recommendation intention
		Wilk's λ F		Mean F	Mean F Mean F	Mean F
	Firm involvement in CSR	0.94 11.96		23.66*	46.56*	27.87*	29.43*
	High-CSR		301 5.14	5.36	4.36	6.62
	Low-CSR		294 5.58	6.00	4.96	7.62
	*p < 0.001

13. Effects of firm involvement in CSR on product quality, consumer attitude, purchase intention and recommendation intention

Table 4 .

 4 14. Different effects of gender and education on consumer attitude toward the firm and behavioral intentions

			Univariate Results
	Independent variable,	Consumer	Purchase	Recommendation
	Covariates	attitude	intention	intention
		Mean F	p-value Mean F p-value Mean	F	p-value
	Firm involvement in CSR
	Gender	19.08 < 0.001	9.22 < 0.05	13.36 < 0.001
	Male	5.34	4.37		6.57
	Female	5.82	4.77		7.35
	Education	6.60 < 0.001	5.78 < 0.05	6.50 < 0.001
	Highschool	5.39 b	4.24 b	6.75 b
	College/ Technical school 5.95 a	4.95 a	7.65 a
	Graduate	5.51 a	4.52 a	6.81 a
	Postgraduate	5.68 b	4.37 b	6.81 b
	Post-hoc (Turkey):
	differences among different levels of education on attitude toward the firm (F=6.60,
	p<0.001), purchase intention (F=5.78, p<0.05), and recommendation intention
	(F=6.50, p<0.001).
	The figure below visualizes these differences. It is noticeable that consumers whose
	educational level is college/technical school (level 2) have highest mean score for their
	attitude toward firm and behavioral intentions. However, post-hoc test reveals that
	only the means of two subgroups (College/Technical school and graduate) are
	significantly different with each other (p < 0.001).

a The means of two subgroups (college/Technical school and graduate) are significantly different with each other at p < 0.001. b not significantly different with others Concerning education level as a covariate, the results reveal the significantly

Table 4 .

 4

	Effects		Results Size** SE	p-value	Note
					Effect of firm involvement in CSR
	Direct effect	c'	.236 .060	<.001	on consumer attitude toward
					the firm
	Indirect effect	ab	.301 .077 [.217; .516]*
		a	.391 .092	< .001	Effect of firm involvement in CSR on perceived product quality
					Effect of perceived product
		b	.769 .026	<.001	quality on consumer attitude
					toward the firm
	Total effect	c	.537 .095	<.001	c = ab + c'

15. Effect of firm involvement in CSR on consumer attitude toward the firm with perceived product quality as a mediator * percentile bootstrap confidence interval does not include zero **standardized coefficient

Table 4

 4

	.16. The effect of firm involvement in CSR on purchase intention with perceived
				product quality as mediator
	Effects		Size**	Results SE	p-value	Note
	Direct effect	c'	.165	.087		.007	Effect of Firm involvement in CSR on Purchase intention
	Indirect effect ab .258	.080	[.217; .518]*
		a	.391	.092		< .001	Effect of Firm involvement in CSR on Perceived product quality
		b	.661	.038		<.001	Effect of Perceived product quality on Purchase intention
	Total effect	c	.423	.114		<.001	c = ab + c'
	* percentile bootstrap confidence interval does not include zero
	**standardized coefficient
	Table 4.17. The effect of firm involvement in CSR on recommendation intention with
			perceived product quality as mediator
	Effects		Results Size** SE	p-value	Note
	Direct effect	c'	.182	.143 .004	Effect of Firm involvement in CSR on Recommendation intention
	Indirect effect ab	.252	.130 [.336; .848]*
		a	.391	.092 <.001	Effect of Firm involvement in CSR on Perceived product quality
		b	.645	.063 <.001	Effect of Perceived product quality on Recommendation intention
	Total effect	c	.434	.185 <.001	c = ab + c'
	* percentile bootstrap confidence interval does not include zero
	**standardized coefficient

Table 4

 4

			Results
	Effects	Size* *	SE	p-value	Note
	Direct effect c'	.341	.09 1	<.001	Effect of firm involvement in CSR on Product quality
	Indirect effect ab	.048	.02 4	[.016; .108]*
		a -.246	.13 8	.003	Effect of firm involvement in CSR on CSR skepticism
		b -.197	.27 0	<.001	Effect of CSR skepticism on perceived product quality
	Total effect c	.391	.09 2	<.001	c = ab + c'
	* percentile bootstrap confidence interval does not include zero
	**standardized coefficient

.18. Effect of firm involvement in CSR on perceived product quality with CSR skepticism as mediator

Table 4

 4

		Consequent:
	Antecedent	perceived product quality (Y)
		Coeff.	p-value
	Conditional effects:
	X (firm involvement in CSR)	1.511	<.001
	W (firm CSR motives)	.835	<.001
	Interaction effect:
	X*W	-.232	.003
	Constant	.633	.298
		R 2 = .261
		F = 69.541, p <.001
	Johnson-Neyman Firm's Motives = 5.711

.19. Moderating effect of Firm CSR motives (Model 1 process macro)

Table 4 .

 4 20. Moderating effect of habituation

				Consequent
	Antecedent	(Y) Consumer attitude	(Y) Purchase intention	(Y) Recommendation intention
		β	p-value	β	p-value	β	p-value
	Conditional effects:
	X (perceived firm involvement in CSR)	.634	< 0.001	.913	< 0.001	1.153	< 0.001
	W (habituation)	.220	.047	.506	< 0.001	.499	.027
	Interaction effect:
	X*W -.033	.994	-.080	.001	-.079	.051
	Constant	2.132	< 0.001	-.443	.430	.794	.396
		R 2 = .365	R 2 = .366	R 2 = .283
		F = 76.273 , p < .001	F = 76.662 , p <.001	F = 52.245 , p < .001

Table 6 .

 6 21. Measurements and adaptations

Constructs and Original indicators Adaptations and notes 10

Table 6 .

 6 22. Descriptive analysis of three conditions of firm green engagement (pilot test)

	Condition	N	Mean	Std. Deviation	Std. Error	Min	Max
	High green	38	6.61	1.028	0.167	1	7
	Low green	105	4.32	2.392	0.235	1	7
	Control	100	5.33	1.928	0.193	1	7
	Total	243	5.09	2.186		1	7

Table 6 .

 6 24. Demographics information

	Characteristics	Frequency	Valid Percent
	Gender
	Female	386	59.7
	Male	252	38.9
	LGBT	9	1.4
	Total	647	100
	Generation
	Gen X (1965-1979)	28	4.3
	Gen Y (1980 -1994)	116	17.9
	Gen Z (1995 -2009)	503	77.7
	Total	647	100
	Education
	College/Technical School	355	54.9
	Graduate	204	31.5
	Highschool	51	7.9
	Postgraduate	37	5.7
	Total	647	100
	Income
	Under 200€	392	60.6
	200€ to under 400€	141	21.8
	400€ to under 800€	71	11.0
	800€ to under 1.600€	25	3.9
	Over 1.600€	18	2.8
	Total	647	100

Table 6 .

 6 25. Descriptive statistics of measured variables

	No.	Variables	Min Max Mean Std. Dev.
	Firm's green engagement (perceived by consumers)
	1 Company Alpha is aware of environmental issues.	1	7	4.85	2.021
	2 Company Alpha fulfils its social responsibilities.	1	7	4.93	1.943
	3 Company Alpha gives back to society.	1	7	4.99	1.944
	4 Company Alpha acts in a socially responsible way.	1	7	5.07	1.874
	Product Quality
	Products of company Alpha…
	1 … have very poor quality/have very high quality	1	7	4.99	1.538
	2 … are inferior/are superior	1	7	4.84	1.597
	3 ... are poorly made/are well made	1	7	4.97	1.621
	Green values (of consumers)
	1 It is important to me that the products I use do not harm the	1	7	5.63	1.587
	environment.
	2 I consider the potential environmental impact of my actions	1	7	5.38	1.544
	when making many of my decisions.
	3 My purchase habits are affected by my concern for our	1	7	4.82	1.785
	environment.
	4 I am concerned about wasting the resources of our planet.	1	7	5.62	1.571
	5 I would describe myself as environmentally responsible.	1	7	5.59	1.462
	6 I am willing to be inconvenienced in order to take actions	1	7	5.54	1.487
	that are more environmentally friendly
	Attitude toward the firm
	Please indicate your overall attitude toward [company Alpha]:
	1 dislike---like		1	7	4.96	1.679
	2 unfavorable---favorable		1	7	5.01	1.681
	3 negative---positive		1	7	5.11	1.647
	Purchase Intention
	1 It is very likely that I will buy products from company Alpha.	0	10	5.21	3.004
	2 I will purchase products from company Alpha the next time I	0	10	5.90	3.015
	need coffee.
	3 I will definitely try other products from company Alpha.	0	10	5.58	2.981
	Recommendation Intention
	1 I would say positive things about company Alpha to other	0	10	5.91	3.106
	people.
	2 I would recommend company Alpha if anyone asked me for	0	10	5.81	3.151
	advice.

Table 6 .

 6 28. Effects of firm green engagement on product quality, consumer attitude, purchase and recommendation intentions

	Independent variable	MANOVA Results Wilk's λ F	N	Product quality Mean F	Univariate Results Firm Purchase attitude intention Mean F Mean F	Recommendation intention Mean F
	Firm green	0.85 12.66		34.37	50.89	32.04	30.96
	engagement
	High green	201 5.40 b	5.66 a	6.41 b	6.81 b
	Low green	220 4.32 a	4.25 a	4.44 a	4.67 a
	Control	192 5.16 b	5.26 a	5.95 b	6.23 b
	Post-hoc tests (Turkey):
	a significantly different with other conditions at p < 0.05
	b only significantly different with low green
	Specifically, in terms of consumer attitude toward the firm, participants who expose
	to the scenario related to the firm's high green engagement result higher attitude
	score toward that firm than those with the firm's low green engagement (Mlow green =
	4.25; Mhigh green= 5.66; Mcontrol= 5.26; p<0.05). The mean score of high green condition
	and control condition are also statistically different even though the difference of
	mean score is not large (Mcontrol = 5.26; Mhigh green= 5.66; p< 0.05).

Table 6 .

 6 31. The effect of perceived firm green engagement of firm on recommendation intention with product quality as mediator

	Effects		Results Size** SE	p-value	Note
	Direct effect	c'	.263 .071	<.001	Effect of perceived firm green engagement
					on recommendation intention
	Indirect effect ab .327 .060 [.462; .699]*
		a	.673 .026	< .001	Effect of perceived firm green engagement
					on perceived product quality
		b	.486 .080	<.001	Effect of perceived product quality on
					recommendation intention
	Total effect	c	.590 .059	<.001	c = ab + c'
	* percentile bootstrap confidence interval does not include zero
	**standardized coefficient

Table 6 .

 6 32. Moderating effects of green values

				Consequents (Y)
	Antecedents		Product	Consumer	Purchase	Recommendation
			quality	attitude	intention	intention
			coeff. p	coeff. p	coeff.	p	coeff.	p
	Constant		4.877 .000 1.423 .000	.701 .056	1.004 .014
	Conditional effects
	Perceived firm green	X	.559 .000	.250 .000	.426 .000	.498 .000
	engagement
	Green values	W	.123 .002 -.044 .146	.115 .116	-.072 .382
	Product quality	M		.675* .000	.526* .000	.486* .000
	Interaction effects
		X*W .079 .000	.021 .156	.072 .047	.079 .053
	Johnson-Neyman significant region				-2.720		-2.908
			R 2 = 69%	R 2 = 86%	R 2 = 71%	R 2 = 69%
			F = 181.34	F = 448.79	F = 157.16	F = 141.46
			p = .000	p = .000	p = .000	p = .000

Table 7 .

 7 34. Internal consistency and convergent validity of reflective constructs

		Construct and items	Loadings	Cronbach's alpha	Composite reliability	AVE
	iLOC	internal locus of control		.772	.845	.594
	iLOC1	When I make plans, I'm almost certain to make	.798
		them work
	iLOC2	I can pretty much determine what will happen in	.798
		my life
	iLOC3	My life is determined by my own actions	.746
	iLOC4	I am usually able to protect my personal	.739
		interests
	CGREEN Green values (of consumers)		.853	.891	.578
	CGreen1 It is important to me that the products I use do	.750
		not harm the environment
	CGreen2 I consider the potential environmental impact of	.777
		my actions when making many of my decisions

Table 7 .

 7 35. Heterotrait-Monotrait ratio of all pairs of reflective constructs

	HTMT ratio	1	2	3	4	5	6	7
	1. Attitude toward firm
	2. Perceived firm green engagement .762
	3. Green values (of consumers)	.295 .421
	4. Purchase intention	.774 .656 .224
	5. Perceived product quality	.891 .741 .346 .742
	6. Recommendation intention	.741 .650 .240 .963 .712
	7. Internal locus of control	.228 .362 .598 .204 .294 .177

Table 7 .

 7 37. Fornell-Larker criterion of reflective constructs

	Fornell-Larcker criterion	1	2	3	4	5	6	7
	1. Attitude toward the firm	.962
	2. Perceived firm green engagement	.704 .867
	3. Green values (of consumers)	.265 .366 .760
	4. Purchase intention	.727 .593 .198 .927
	5. Perceived product quality	.846 .677 .307 .688 .939
	6. Recommendation intention	.700 .592 .213 .890 .665 .967
	7. Internal locus-of-control

Table 7 .

 7 38. Measurements of formative constructs used in the study

		Construct and items	Outer VIF	Outer weight	p	CI BCa 2.5% 95.5%
	NATURE Connectedness to nature
	Nature1 When I am in natural environments, I feel	1.707	.368 .000 .247 .476
		connected with nature
	Nature2 It makes me sad to see natural environments	1.654	.368 .000 .234 .509
		destroyed
	Nature3 Spending time in nature makes me feel happy	2.271	.185 .021 .028 .343
	Nature4 I usually spend some of my time being in nature	1.843	.320 .000 .196 .446
	NatureG Generally, I have connectedness to nature
	VS	Voluntary simplicity
	VS1	I believe in material simplicity, i.e., buying and	1.354	.157 .030 .016 .296
		consuming only what I need
	VS2	I believe in "less is more", e.g., I prefer smaller	1.198	.169 .005 .049 .289
		house over a larger house
	VS3	I believe that product function is usually more	1.286	.234 .002 .088 .378
		important than its style
	VS4	I am interested in personal growth more than	1.185	.133 .026 .012 .243
		economic growth
	VS5	I am determined to have more control over my	1.431	.130 .067 -.009 .269
		life as a consumer, e.g., stay away from
		instalment buying; control my spending
	VS6	I consider myself ecologically responsible	1.384	.633 .000 .479 .763
	VSG	Generally, I have a simplified living style

Table 7 .

 7 39. Formative low-order constructs of hierarchical component models

		Construct and items	Loadings	Cronbach's alpha	Composite reliability	AVE
	FEAR_OWN Fear of death -Fear for oneself		.897	.919	.620
	FearD1	The total isolation of death	.792
	FearD2	The shortness of life	.797
	FearD3	Missing out on so much after you die	.744
	FearD4	Dying young	.805
	FearD5	How it will feel to be dead	.861
	FearD6	Never thinking or experiencing anything again	.753
	FearD7	The disintegration of your body after you die	.752
	FEAR_OTHERS Fear of death -Fear for others		.872	.903	.575
	FearD8	Losing someone close to you	.833
	FearD9	Having to see the person's dead body	.800
	FearD10	Never being able to communicate with the person again	.862
	FearD11	Regret over not being nicer to the person when he or she was alive	.578
	FearD12	Growing old alone without the person	.833
	FearD13	Feeling guilty that you are relieved that the person is dead	.737
	FearD14	Feeling lonely without the person	.614
	M_OBSIN	Mindfulness -Observe inside		.722	.844	.643
	Mind11	Noticing the sensations of body moving while walking	.797
	Mind12	Staying alert to sensations while showering	.831
	Mind13	Paying attention to sensations, such as the wind in my hair or sun on my face	.776
	M_OBSOUT Mindfulness -Observe outside		.703	.835	.628
	Mind21	Paying attention to sounds, such as clocks ticking, birds chirping, or cars passing	.773
	Mind22	Noticing smells and aromas	.828
		Noticing visual elements around, such as
	Mind23	colors, shapes, textures, or patterns of light	.775
		and shadow

Table 7 .

 7 40. Fornell-Larker criterion of fear of death's components

	Fornell-Larcker criterion (FDEATH LOC)	1	2
	1. Fear for one self's death	.759
	2. Fear for others' death	.547	.787
	For high-order models, two dimensions are considered as formative indicators of Fear of
	death. Firstly, we created a new path model for the redundancy analysis. The results yield a
	path coefficient of .761 (R 2 = .679) which is favorable. Both VIF values are lower than the value
	of 5, indicating that there is no potential risk for collinearity between two dimensions. Finally,
	we assessed the significance and relevance of outer weight. Both outer weights are significant
	(p < .005).

Table 7 .

 7 41. Formative high-order constructs of hierarchical component modelsOverall, we considered that the hierarchical component model of death fear is valid and reliable for the next structural analysis.

	Constructs and dimensions	Outer VIF	Outer weight	P	CI BCa 2.5% 95.5%	Outer loading (p-values)
	FDEATH	Fear of death
	FEAR_OWN	Fear for oneself	1.436	.413 .044	.324	1.009
	FEAR_OTHERs	Fear for others	1.436	.710 .000	-.016	.782
	MIND	Mindfulness
	M_OBSIN	Observe inside	1.469	.490 .000	.193	.478
	M_OBSOUT	Observe outside	1.355	.453 .000	-.274	.012
	M_DES	Describe	1.307	.078 .321	-.069	.240	-.363
								(p=.000)
	M_AWA	Act with awareness	1.219	.332 .000	.295	.597
	M_AWOJ	Act without judgment	1.336 -.125 .087	.351	.628	-.492
								(p=.000)

Table 7 .

 7 42. Heterotrait-Monotrait ratio of mindfulness's components

	HTMT ratio		1	2	3	4	5
	1. Mindfulness -Act with awareness
	2. Mindfulness -Act without judgment		0.424
	3. Mindfulness -Describe		0.387	0.504
	4. Mindfulness -Observe inside		0.402	0.423	0.443
	5. Mindfulness -Observe outside	0.334	0.382	0.287 0.684
	Table 7.43. Fornell-Larker criterion of mindfulness's components
	Fornell-Larcker criterion	1		2	3	4	5
	1. Act with awareness	.774
	2. Act without judgment	-.335	.752
	3. Describe	-.308	.409	.852
	4. Observe inside	.302		-.324	-.341 .802
	5. Observe outside	.248		-.290	-.218 .486 .792

Table 7 .

 7 44. Collinearity assessment of structural model

	Inner VIF	Green values	Mindfulness	Connectedness to nature	Voluntary simplicity
	Fear of death			1.000		1.050
	Mindfulness	1.603			1.000
	Connectedness to nature	1.613				1.050
	Voluntary simplicity	1.841
	Internal locus of control	1.423
	Inner VIF	Perceived product quality	Attitude toward the firm	Purchase intention	Recommendation intention
	Perceived firm green engagement	1.168
	Green values	1.197
	Perceived product quality			1.000	1.000	1.000

Table 7 .

 7 46. The effect size of predictive power

	Effect size f 2	Mindfulness	Voluntary simplicity	Connectedness to nature	Green values
		f 2	size	f 2	size	f 2		size	f 2	size
	Fear of death	.104 medium	.019	small
	Mindfulness					.321	large
	Voluntary simplicity								.038	small
	Connectedness to nature			.428	large				.203	large
	Internal locus of control								.038	small
			Perceived	Attitude	Purchase	Recommendation
	Effect size f 2		product quality	toward firm	intention	intention
			f 2	size	f 2	size	f 2	size	f 2	size
	Perceived firm green engagement	.669	large
	Green values		.015	small
	Moderating effect (of green values)		.038	small
	Perceived product quality				2.514 large .900 large	.791	large

 Blindfolding and predictive relevance Q 2

Table 7 .

 7 47. Predictive relevance

	Predicted constructs	Q 2
	Mindfulness	0.048
	Connectedness to nature	0.154
	Voluntary Simplicity	0.119
	Green Values	0.304
	Perceived product quality	0.417
	Attitude toward firm	0.657
	Purchase Intention	0.402
	Recommend Intention	0.410

  table 7.46 above). Besides, the paths (perceived firm green engagement  perceived product quality; perceived product quality  attitude toward the firm; perceived product quality  purchase intention; perceived product quality  recommendation intention) have significantly large coefficients: .638, .846, .474, .439 respectively. The results in this study were consistent with previous studies (Bou-Llusar et al.

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See Food safety activities in Vietnam, reported by FAO -Food and Agriculture Organization of the United Nations, retrieving 19 Oct 2021, https://www.fao.org/3/ab532e/ab532e.pdf

See World Bank's policy brief relating to food safety in Vietnam, retrieving 19 Oct 2021 https://www.worldbank.org/en/country/vietnam/publication/food-safety-risk-management-in-vietnamchallenges-and-opportunities

All the words in square brackets were added by the authors to indicate the implication of the respondents. See complete transcripts in Appendices.

Even though craft-made and artisan concepts are not completely identical and have not reached a consensus among scholars in terms of definition, as explained by School of Artisan Food, we used these two terms alternatively in this manuscript. See https://www.schoolofartisanfood.org/page/what-is-artisan-food retrieving 29 Sep 2021

3.40 2.288

This column presents the adaptions. The blanks mean that the original measures were used.

ACKNOWLEDGEMENTS

My dissertation could not be completed without the great encouragements of my beloved family during these years: bố, mẹ, chị Nusa, anh Hùng, em Minh, my tiny twin nephews Kiến Anh & Kiến Em, and especially Việt Anh. You are always there for me and always know how to uncover my feelings and thoughts.

Habituation (of drinking coffee) was measured through 12-item scale [START_REF] Verplanken | Reflections on past behavior: a self-report index of habit strength[END_REF]. 7-point Likert scale was employed (1= Strongly disagree; 7 = Strongly agree).

CSR skepticism was measured through 4-item scale [START_REF] Skarmeas | When consumers doubt, watch out! The role of CSR skepticism[END_REF]. Each question was assessed by a 7-point semantic differentiate scale.

The details of the measurements were presented in the table below.

VARIABLES AND INDICATORS MANIPULATED VARIABLES

CSR involvement: low-CSR vs. high-CSR Production process: craft-made vs. industrial-made Firm origin: domestic vs. foreign MEASURED VARIABLES Perceived firm involvement in CSR [START_REF] Currás-Pérez | The role of self-definitional principles in consumer identification with a socially responsible company[END_REF] 1 Company X is aware of environmental issues.

2 Company X fulfils its social responsibilities.

3 Company X gives back to society. 4 Company X acts in a socially responsible way. Habituation (of drinking coffee) [START_REF] Verplanken | Reflections on past behavior: a self-report index of habit strength[END_REF] Automatic activation 1 Drinking coffee is something I do automatically 2 Drinking coffee is something I do without having to consciously remember.

3 Drinking coffee is something I do without thinking.

4 Drinking coffee is something I start doing before I realize I'm doing it.

5 Drinking coffee is something I have no need to think about doing.

Behavioral frequency

1 Drinking coffee is something I do frequently.

2 Drinking coffee is something that belongs to my (daily, weekly, monthly) routine.

3 Drinking coffee is something I have been doing for a long time.

Self-identity

1 Drinking coffee is something that makes me feel weird if I do not do it. 2 Drinking coffee is something I would require effort not to do it. 3 Drinking coffee is something I would find hard not to do. 4 Drinking coffee is something that's typically 'me'.

Perceived CSR firm motives [START_REF] Ellen | Building corporate associations: Consumer attributions for corporate socially responsible programs[END_REF][START_REF] Vlachos | Corporate social responsibility: attributions, loyalty, and the mediating role of trust[END_REF] Company X is making such activities (CSR activities) because

Values driven

1 They feel morally obligated to help. 2 They have a long-term interest in the community.

Main effects of stimulus on product quality

We conducted 3-way ANOVA to examine the effects of three manipulations (firm involvement in CSR, firm origin, and production process) on product quality.

The results on the table above shows that the main effect of firm involvement in CSR on product quality F= 23.66; p < 0.001). On average, higher level of firm involvement in CSR results in higher level of consumer evaluation of product quality.

We found no evidence of the main effect on product quality of the other two manipulating variables (firm origin and production process) (both p > 0.10).

Difference effects of CSR involvement among groups of gender and educational levels

Once the statistically significance is found on the impact of CSR manipulation on consumer attitude and behavioral intentions, we re-conduct one-way ANOVAs with firm involvement in CSR as independent variable; attitude toward the firm, purchase and recommendation intentions as dependent variables; participants' gender and education as covariates.

Concerning gender as a covariate, the tests of between-subjects effects reveal the significantly differences between male and female on three outcome variables (see the table below).

Looking at the means of participants by gender, we found that female's attitude toward the firm are statistically higher than male's one (Mfemale= 5.82;Mmale= 5.34;F=19.08;p<0.001). The same results are found with purchase intention (Mfemale = 4.77; Mmale= 4.37; F=9.22; p<0.05) and recommendation intention (Mfemale = 7.35;Mmale= 6.57;F=13.36;p<0.001). In other words, female responses toward CSR are more positively than male. The current literature reveals the potential links between mindfulness in daily life (the inner stillness of the mind as a tranquil and soothing response to present moment), internal locusof-control (the capacity to control over one's life), voluntary simplification (the tendency of reducing consumption), connectedness to nature (the comfortable, relaxing or healing feelings toward the natural world) and death anxiety on the set of values that guides consumers to perform sustainable consumption behaviors (the so-called "green values" that favors the planet and future generations). We also consider the effects of consumer green values on forming the further outcomes (e.g., attitude toward the responsible firms, purchase and recommendation intention).

Chapter 8|General discussion

These concepts were recognized interestingly in the domain of well-beings and behavioral science. However, the relationships among these individual factors and the intentions of performing sustainable consumption have not been tested simultaneously. This leads us to our empirical study afterwards to examine the effects of these constructs. The research designs of the empirical study will be presented with more details in the following chapter.  Back-translated process

The questionnaires and scenarios were back-translated to Vietnamese, then went through the refinement process with five voluntary Vietnamese translators and copywriters. The aim was to make sure to maximize the respondent's ability to understand all the questions, so that we could reach a widespread target population with various occupation, geography, age, and so on.

Specifically, the Vietnamese versions of the questionnaire were back-and-forth refined in terms of semantic so that the original measurement scales could be aligned to Vietnamese context. We considered using words and phrases that were closest to daily context and avoided academic terms. The comprehension was pre-tested on relatives and a short convenient sample of Vietnamese.

Measurements

For this integrated data collection, the measured constructs included: mindfulness, voluntary simplicity, connectedness to nature, internal locus of control, fear of death, green values (of consumers), firm's green engagement (perceived by consumers), perceived product quality, attitude toward firm, purchase intention, and recommendation intention. The table below describes in details all the original indicators of each construct as well as and the adaptations and the global items of formative constructs.

Specifically, the measure of Mindfulness was employed and modified from the short version of Kentucky Inventory on Mindfulness Skills (KIMS Short) [START_REF] Baer | Assessment of mindfulness by self-report: The Kentucky Inventory of Mindfulness Skills[END_REF][START_REF] Höfling | A short version of the Kentucky inventory of mindfulness skills[END_REF].

Totally, the scale used in this study contained 20 items (five dimensions: observe inside, observe outside, describe, act with awareness, and act without judgment) measured on a 7point Likert scale (where 1 = never true, 7 = always true).

Next, five constructs were measured by a 7-point Likert scale (1 = strongly disagree; 7 = strongly agree):

Voluntary simplicity scale was borrowed and adapted from Voluntary Simplicity Consumer Scale [START_REF] Shama | The Voluntary Simplicity Consumer[END_REF] with six items. Some items were adapted to suitable to Vietnamese context (e.g., item 2 and 5).

Connectedness to nature was measured by four items [START_REF] Hartmann | Nature imagery in non-green advertising: the effects of emotion, autobiographical memory, and consumer's green traits[END_REF].

Internal locus of control was measured by four items [START_REF] Toti | Ethical sensitivity in consumers' decision-making: The mediating and moderating role of internal locus of control[END_REF].

Consumer green values was measured by six items [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF].

Firm green engagement (perceived) was measured by four items [START_REF] Wang | Turning off the lights: Consumers' environmental efforts depend on visible efforts of firms[END_REF]. Perceived product quality was measured with three items corresponding to 7-point semantic differentiate scale [START_REF] Habel | Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness[END_REF].

Fear of death

Attitude toward the firm is measured by three items [START_REF] Lii | Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm[END_REF] described by pairs of adjectives on a 7-point semantic differentiate scale.

Purchase intention of consumers is measured by three items on a 11-point behavioral intention scale (0 = definitely not will; 10 = definitely will) (Putrevu and Lord 1994, Coyle and Thorson 2001) in (Öberseder et al. 2014).

Recommendation intention in the near future was measured by two items on a 11-point behavioral intention scale (0 = definitely not will; 10 = definitely will) [START_REF] Zeithaml | The behavioral consequences of service quality[END_REF].

Constructs and Original indicators

Adaptations and notes 10 2 The shortness of life 3 Missing out on so much after you die 4 Dying young 5 How it will feel to be dead 6 Never thinking or experiencing anything again 7 The disintegration of your body after you die Others' Death 1 Losing someone close to you 2 Having to see the person's dead body 3 Never being able to communicate with the person again 4 Regret over not being nicer to the person when he or she was alive 5 Growing old alone without the person 6 Feeling guilty that you are relieved that the person is dead 7 Feeling lonely without the person

Generally, thinking about death makes me feel scared. global item MODERATING VARIABLE

Green values (of consumers) [START_REF] Haws | Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products[END_REF] 1 I consider the potential environmental impact of my actions when making many of my decisions. 2 My purchase habits are affected by my concern for our environment. 3 I am concerned about wasting the resources of our planet. 4 I would describe myself as environmentally responsible. 5 I am willing to be inconvenienced in order to take actions that are more environmentally friendly. 6 Generally, I consider myself as a green person.

global item MEDIATING VARIABLE Perceived product quality [START_REF] Habel | Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers' perceived price fairness[END_REF] [START_REF] Lii | Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm[END_REF] Please indicate your overall attitude toward [company]:

 Suspicious data:

All respondents with too low or too high completing time (under 4 minutes and over 40 minutes) were detected. Among which, those respondents completed under 4 minutes were considered underqualified and removed immediately. Those respondents with long time of completion were kept and examined case by case.

All respondents with straight lining and pole extreme patterns were detected and considered as suspicious data.

Among 100 respondents in pilot test, there were 34 responses corresponding to the low condition that was not evaluated as such. We therefore removed the data of the second part of responses (the scenario part), considered as missing values. The remaining responses for other variables of those 34 responses were valid and therefore retained for the SEM later.

 Manipulation check

The scenario-based between-subject experiment is designed with three levels of differences in firm sustainable engagement (i.e., high green vs. low green vs. control). Prior to further analysis, we examined whether the manipulations are adequately perceived among participants. Conducting one-way ANOVA in SPSS, we seek for the statistically significances of the mean difference of each pair of conditions (high green vs. low green; high green vs. control; low green vs. control). The results in the table above with post-hoc test show that for two conditions (high green vs. low green), the mean difference is significant (M = 2.102, p <.001). The results obtained for high green vs. control conditions also reach the significance for the mean difference of two conditions (M = .801, p <.001). Finally, for two The analysis is repeated with purchase intention and recommendation intention as dependent variable, correspondingly. The tables below present the analysis results, giving the evidences that all direct, indirect and total effect are positive and significant (p < .001) and the percentile bootstrap confidence interval does not include zero. This suggests that product quality played the mediating role between the relationship of perceived firm green engagement and behavioral intentions (i.e., purchase and recommendation).

SUMMARY OF CHAPTER 6

The chapter gave answers for research question n 0 2 (What are the relative impacts of firm involvement in CSR, firm origin and production process on perceived product quality and the consequences on consumers' attitudes and behavioral intentions?) and a part of research question n 0 3 (Which factors that can explain the mechanisms behind consumers' perceptions and their responses to CSR?).

The replicated scenario-based experiment in this chapter formed a bridge between two components: firm green involvement and consumer responses. We found the main effect of firm involvement in CSR on perceived product quality, consumer attitude toward the firm, purchase intention, recommendation intention.

The robust effect of perceive product quality as a mediator is confirmed through this study.

It suggests that consumers would form their own evaluations of product quality even though no cue of quality control was given but only the information of how the firm engaged in sustainable activities. Furthermore, we found evidences that the consumers' green values moderate the effects of how they perceive the green engagement of firms and how they come up with their attitude toward the firm and their behavioral intentions. Consumers' green values together with perceived CSR involvement of firms form the significant interacting effects on product quality, purchase intention, and recommendation intention. No evidence was found in terms of their attitude toward the firm.

As indicated previously, we integrated in this second quantitative study with a large questionnaire on individual factors that might have the effects on how consumers evaluate and responses to firm green engagement. The next chapter will present the results with the structural equation model. among indicators within the construct [START_REF] Lohmöller | Predictive vs. structural modeling: Pls vs. ml. Latent variable path modeling with partial least squares[END_REF], Hair Jr et al. 2017)

MODEL EVALUATION

PLS-SEM is assessed on SmartPLS 3 software. The PLS-SEM algorithm converges in fewer 300 iterations, indicating that the solutions of the algorithm are stable for model assessment.

First, we examine the constructs of the outer models (reflective and formative measurement models). We also assess separately the constructs employed the hierarchical component

 Structural model path coefficients and Coefficient of determination R 2

The table below shows the analysis results of the structural model. As can be seen, all path coefficients are significant (all p <.005).

Examining the predictive power of the model, the three constructs reaching the highest coefficient of determination are Attitude toward firm (R 2 = 71,5%), Green values of consumer (R 2 = 53,6%), and Purchase intention (R 2 = 47,4%). The construct with lowest coefficient of determination is Mindfulness (R 2 = 9,5%). Other constructs yield moderate predictive power.

The analysis results in the table below show the f 2 values of all combinations of endogenous constructs (by the columns) and the exogenous constructs (by the rows). Three level of the effect size of predictive power are reported. For example, Mindfulness has a large effect size of .321 on Connectedness to nature. Besides, Fear of death has a medium effect size of .104 on Mindfulness as well.

 Effect size q 2

Due to the fact that the SmartPLS software does not automatically provide the results of effect size q 2 , we manually calculated q 2 through predictive relevance of each construct when it is included and excluded out of the whole model. Specifically, we created new path models where in each model, a construct is removed successively. Each time of removing a construct, we ran again the blindfolding procedure to obtain the predictive relevance Q 2 with d th data point of 7.

Overall, the results reported below reveal that among the obtained predictive relevance, the largest effect size is obtained at the path of connectedness to nature and green values (q 2 = .79). Other effect size is revealed to be medium, small or no considerable effect as shown in the following table. .050 (small) -.005 (small) .001 (small) .000 (no effect)

Mindfulness

.182 (medium) .019 (small) .000 (no effect)

Voluntary simplicity .021 (small) .003 (small) -.024 (small) Internal locus of control .000 (no effect) .014 (small) .000 (no effect)

Moderating effect (of green values)

.000 (no effect) -.022 (small)

DISCUSSION

Based on the results presented above, we now present the final model in which perceived product quality plays the role as a prominent mediator of the relationship between firm engagement in responsible activities and consumer responses. Next, we discuss the role of six constructs that helps to explain the mechanisms of consumer responses (fear of death, mindfulness, voluntary simplicity, connectedness to nature, internal locus-of-control, and green values).

SUMMARY OF CHAPTER 7

The chapter gave answers for a part of research question n 0 2 (What are the relative impacts of firm involvement in CSR on perceived product quality and the consequences on consumers' attitudes and behavioral intentions?) and research question n 0 3 (Which factors that can explain the mechanisms behind consumers' perceptions and their responses to CSR?).

Employed PLS-SEM, our study formed a structural equation model bridging two components:

firm green involvement and consumer responses in which perceive product quality played the essential role of a mediator. Notably, consumers still form their own evaluations of product quality even though no cue of quality control is given but only the information of how the firm engages in green activities.

Under consumers' perspectives, we found that green values (the system of values that guide consumers to adopt responsible products as well as to behave ecologically) have a moderating impact on consumer evaluations of product quality. This suggests that those having higher level of green values anchored in their minds will have higher evaluations of product quality.

CHAPTER 8| GENERAL DISCUSSION

In this chapter, we firstly summarize all the hypotheses introduced in the previous chapters, in which we clarify the ones that were supported and those were rejected through our empirical studies (section 8.1).

Besides, we discuss the significances of our findings related to the 5-Persona typology reflecting consumer perceptions of CSR (section 8.2) and the set of psychological constructs when put together can help to explain consumer responses to CSR (section 8.3). Furthermore, we generalize the relative impacts of firm involvement in CSR on product quality and consumer attitudes and behavioral intentions (i.e., purchase and recommendation) (section 8.4), supporting the outlook of an ethical and sustainable era of consumption.

SUMMARY OF HYPOTHESIS TESTS

In the table below, we summarize all hypotheses introduced in the previous chapters with the clarification of supported and rejected hypotheses through our studies.

H1

When high (vs. low), firm involvement in CSR positively impacts (a) perceived product quality and consumer responses toward the firm, namely Given no cue of quality control, consumers still form their evaluations on product quality, which makes perceived product quality a mediator between firm engagement in CSR and consumer responses toward the firm (brand attitude, purchase and recommendation intentions). We found that consumption habituation and perceived firm CSR motives moderate this relationship while CSR skepticism is the mediator. Beneath the surface, some individual constructs can explain the mechanisms. We highlight consumer green values, playing the moderating role between firm green engagement and perceived product quality. Five constructs form green values including mindfulness, voluntary simplicity, internal locus-of-control, connectedness to nature, and death anxiety. We hope to expand the understandings of how consumers perceive and react towards CSR in oriental context that might be more sophisticated than the appearances.