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Consumer motivations to purchase from benefit corporations (B Corps)

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  • Constanza Bianchi
  • Valentina Reyes
  • Veronica Devenin

Abstract

The objective of this study is to explore the motivational structures of consumers in the decision to purchase from Benefit Corporations (B Corps) by applying means‐end chain (MEC) theory and using a soft‐laddering technique. Data were collected from 20 Chilean consumers of B Corp products and services. Results revealed that the primary motivators for consuming from B Corps are (a) social/environmental responsibility, (b) self‐satisfaction, and (c) health and quality of life. Findings suggest that consumers' social and environmental values are the main motivators for purchasing from B Corps, and certification provides confidence in the effectiveness of the social or environmental contribution. Additionally, personal benefits for consumers are also relevant motivators, for instance being an agent of change and enjoying healthy and high‐quality products that are accessible online. This research is helpful in designing marketing strategies for responsible firms and B Corps and for public policymakers.

Suggested Citation

  • Constanza Bianchi & Valentina Reyes & Veronica Devenin, 2020. "Consumer motivations to purchase from benefit corporations (B Corps)," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1445-1453, May.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:3:p:1445-1453
    DOI: 10.1002/csr.1897
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    4. Lorenzo Ardito & Rosa Maria Dangelico & Antonio Messeni Petruzzelli, 2021. "The link between female representation in the boards of directors and corporate social responsibility: Evidence from B corps," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 704-720, March.
    5. Valerie Paelman & Philippe Van Cauwenberge & Heidi Vander Bauwhede, 2021. "The Impact of B Corp Certification on Growth," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    6. Ana Lanero & José-Luis Vázquez & César Sahelices-Pinto, 2020. "Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations," Sustainability, MDPI, vol. 12(21), pages 1-19, October.
    7. Vítor Silva & Vanda Lima & José Carlos Sá & Luís Fonseca & Gilberto Santos, 2022. "B Impact Assessment as a Sustainable Tool: Analysis of the Certification Model," Sustainability, MDPI, vol. 14(9), pages 1-19, May.
    8. Ine Paeleman & Nadja Guenster & Tom Vanacker & Ana Cristina O. Siqueira, 2024. "The Consequences of Financial Leverage: Certified B Corporations’ Advantages Compared to Common Commercial Firms," Journal of Business Ethics, Springer, vol. 189(3), pages 507-523, January.
    9. Elsa Diez-Busto & Lidia Sanchez-Ruiz & Ana Fernandez-Laviada, 2021. "The B Corp Movement: A Systematic Literature Review," Sustainability, MDPI, vol. 13(5), pages 1-17, February.
    10. Muhammad Jawad & Munazza Naz & Sohail Rizwan, 2023. "Leadership support, innovative work behavior, employee work engagement, and corporate reputation: Examining the effect of female in not government organizations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 708-719, March.
    11. Yeuseung Kim, 2021. "Certified corporate social responsibility? The current state of certified and decertified B Corps," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1760-1768, November.
    12. Zhimin Zhou & Fucheng Zheng & Jialing Lin & Nan Zhou, 2021. "The interplay among green brand knowledge, expected eudaimonic well‐being and environmental consciousness on green brand purchase intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 630-639, March.
    13. Valerie Paelman & Philippe Van Cauwenberge & Heidi Vander Bauwhede, 2020. "Effect of B Corp Certification on Short-Term Growth: European Evidence," Sustainability, MDPI, vol. 12(20), pages 1-18, October.
    14. Ronald Weber Kirst & Miriam Borchardt & Maurício Nunes Macedo de Carvalho & Giancarlo Medeiros Pereira, 2021. "Best of the world or better for the world? A systematic literature review on benefit corporations and certified B corporations contribution to sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1822-1839, November.

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