Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use

Detalhes bibliográficos
Autor(a) principal: Apih, Filip Smrekar
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/150677
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
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spelling Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to useSustainabilityB Corp certificateattitudescustomer perceptionservicesproductsDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMIn today’s business environment the companies are changing towards more sustainable operations and are obtaining sustainability certificates to prove it. Previous research has mostly separately focused on the effects of the changes in sustainability practices and certificate ownership from the business view. This paper fills the gap by examining the effect of both effects together on consumers’ perception, using an experimental study. With an online survey, each of the 400 participants was presented with one of eight scenarios with which the effect of sustainable practices of a company and a B Corp certificate on the intention to use was measured. Half the scenarios investigated products, while the other one presented services. The results suggest that consumers base part of their purchase intention on the company's sustainability practices. On the one side, if a company is not visibly sustainable, showing the certificate decreases consumers’ intention to use in all cases, potentially suggesting greenwashing in the eyes of the consumer. On the other side, if a company displays its sustainability practices, the response on a certificate depends on the type of customer (employed or not) and the company (providing a product or service). Moreover, people with knowledge of B Corp perceive certified companies differently and, in many cases, more sustainable than others. These findings suggest that the certificate could significantly influence customers' decisions, which could be even more emphasized with additional education and knowledge about sustainable certificates.Rita, Paulo Miguel Rasquinho FerreiraSzabó-Douat, TeodóraRUNApih, Filip Smrekar2023-01-272026-01-27T00:00:00Z2023-01-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150677TID:203247574enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:32:57Zoai:run.unl.pt:10362/150677Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:54:15.766309Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
title Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
spellingShingle Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
Apih, Filip Smrekar
Sustainability
B Corp certificate
attitudes
customer perception
services
products
title_short Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
title_full Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
title_fullStr Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
title_full_unstemmed Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
title_sort Effect of sustainability practices and B-Corporation sustainability certificate on customers intention to use
author Apih, Filip Smrekar
author_facet Apih, Filip Smrekar
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Apih, Filip Smrekar
dc.subject.por.fl_str_mv Sustainability
B Corp certificate
attitudes
customer perception
services
products
topic Sustainability
B Corp certificate
attitudes
customer perception
services
products
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2023
dc.date.none.fl_str_mv 2023-01-27
2023-01-27T00:00:00Z
2026-01-27T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/150677
TID:203247574
url http://hdl.handle.net/10362/150677
identifier_str_mv TID:203247574
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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