Consumer motivations to purchase from benefit corporations (B Corps)

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. K E Y W O R D S

B Corps: A Socioeconomic Approach for the COVID-19 Post-crisis

“…This study has expanded the scarce existing research on B Corps that are beyond organizational issues (Stubbs, 2017), consumer behavior, market convenience, and responsible consumption (Bianchi et al, 2020). B Corps are now facing an adverse scenario caused by the SARS-CoV-2 (COVID 19) health crisis.…”

“…The existing economic literature on the B Corps is very scarce. Studies on B Corps have so far focused on solving business organization problems (Hiller, 2013;Rawhouser et al, 2015;Wilburn and Wilburn, 2015;Stubbs, 2017;Bianchi et al, 2020), studying consumers' perceptions on the B Corps (Marquis et al, 2011;Jin, 2018), and analyzing the combination of economic, social, and ecological objectives to go beyond a CSR defined by purely economic factors (Vargas-Balaguer, 2014;Vargas-Balaguer and Caillet, 2016). However, the triple combination of economic, social, and ecological elements of the B Corps in Latin America has not been studied in detail, which constitutes our primary contribution to our work.…”

“…B Corps aim to be certified to attract consumers, as certified B Corps are defined by having a strong social/environmental responsibility, as they are agents of change and customers' care (Bianchi et al, 2020). Audited and certified B Corps are a third-party signal of achieving a social purpose business model innovation to help organizations to capture value above economic gains.…”

“…Among these problems to be solved, stand out the access to quality education and conscious consumption, and how to deal with the issues of garbage reduction, obesity and prison recidivism, access to credit, drinking water, energy, quality food, unemployment, ecosystems' regeneration, and the valuation of biodiversity (Abramovay et al, 2013). As a result, when social and environmental problems worsen, consumers increasingly prefer to buy products and services from responsible hybrid organizations (Bianchi et al, 2020). B Corps do not only operate with the logic of profit, as they increase both working and the living environments of their firms (Barton et al, 2018;Townsend, 2018).…”

“…The origin of the Economy of Communion lies in the implementation of Christian values in the organization ( Linard, 2003 ) by targeting the common good to achieve humanistic management of the firm ( Frémeaux and Michelson, 2017 ). As a result, organizations work for the common good through a lucrative economic activity ( Bianchi et al, 2020 ) but endowed of an open-minded social to benefit society. As a result, the creation of a three-fold social, economic, and ecological benefit transforms organizations into B Corps guided by high standards of transparency and accountability ( Vega-Muñoz et al, 2018 ).…”