The Impact of B Corp Certification on Consumer Perception

The purpose of this thesis is to examine how B Corp Certification affects consumer perceptions and buying intentions in the German market. Using a quantitative research approach, gathering data through a survey, the study investigates consumer’s perceptions towards companies that are B Corp certified. The analysis indicates that the B Corp Certification has a positive impact on consumer perception, particularly among those who are familiar with the certification. The perception does not seem to vary significantly depending on gender. The results indicate that the Trust towards B Corp Certification plays a significant role in influencing this positive perception, noting that demographic variables such as age and gender do not have a moderating effect on the relationship between trust and consumer perception. However, the research also reveals a significant gap in consumer awareness and knowledge of B Corp Certification, highlighting the need for increased educational efforts to raise its visibility and impact on consumer behavior. The results suggest that B Corps should improve their communication strategies to increase visibility and better convey their values.