This study determines the impact of B Corp certification on consumers’ attitudes, consumers’ purchasing intention, and consumers’ willingness to pay price premium and investigates the moderating effect of demographics and psychographics on these relationships. A convenient sample of 133 Americans participated. Respondents were exposed to pictures of a product with and without the B Corp logo and meaning. Repeated measures on a single sample research method is applied. Findings indicate a significant overall effect of the certification with description on purchase intentions, willingness to pay a price premium and trust. Additionally, there is a significant moderating effect of consumer demographics on the relationship between certification and consumers’ purchase intentions, willingness to pay a price premium, and consumer trust. Results also suggest demographics moderate the impact of certification on purchase intention and consumer trust to a greater degree than on consumer willingness to pay price premium.
Ivanova, Albena; Maher, Jill; Marco, Gayle; and Reinbold, Melissa
"Moderating factors on the impact of B Corporation certification on purchasing intention, willingness to pay a price premium and consumer trust,"
Atlantic Marketing Journal: Vol. 7:
2, Article 2.
Available at: https://digitalcommons.kennesaw.edu/amj/vol7/iss2/2