ADVANCING BENEFIT CORPORATION CERTIFICATION: SEGMENTING STAKEHOLDERS AND CRAFTING TARGETED STRATEGIES FOR ENHANCED IMPACT
Keywords:
Sustainability, Certification, Benefit corporation, Consumer behaviorAbstract
The global economic landscape is undergoing a profound transformation, driven by an escalating demand for corporate accountability and a deeper understanding of conscious consumerism [20, 47]. Within this evolving environment, sustainability certifications have emerged as crucial instruments for verifying ethical and environmental commitments. This article, structured in the IMRaD format, meticulously explores the multifaceted challenge of promoting Benefit Corporation (B Corp) certification, a distinctive standard that mandates a holistic balance between profit generation and purpose-driven impact. Building upon an extensive literature review encompassing sustainability labels, intricate consumer behavior patterns, and established social marketing methodologies, this research proposes refined segmentation strategies for both consumers and businesses. Furthermore, it outlines targeted promotional approaches designed to amplify outreach and optimize communication effectiveness.
The introductory section delves into the foundational principles of B Corps and contextualizes them within the broader ecosystem of global certifications. The subsequent literature review comprehensively examines existing scholarship on the efficacy and perception of various eco-labels. The methods section details a robust theoretical framework for conducting market segmentation and developing strategic promotional blueprints. The results chapter synthesizes key demographic, psychographic, and behavioral characteristics of identifiable consumer and business segments, particularly their knowledge, attitudes, and intentions regarding B Corp certification. Finally, the discussion and conclusion sections offer pragmatic, actionable insights for organizations dedicated to advancing B Corp principles, emphasizing the strategic imperative of targeted messaging, fostering deeper stakeholder engagement, and cultivating robust collaborative efforts to cultivate a more resilient, equitable, and sustainable global economy.
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