Segmentation and strategy for promoting benefit corporation certification

D. Scott Borden () and Madeline Fones ()
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D. Scott Borden: University of Arkansas and IE University
Madeline Fones: Western Colorado University

International Journal of Corporate Social Responsibility, 2025, vol. 10, issue 1, 1-11

Abstract: Abstract This research investigates consumer segments based on their attitudes, knowledge, and intentions of purchasing Benefit Corporation Certified goods and services. Surveys of 1040 consumers in the United States reported low recognition of the certification (12.69%) and its logo (29.71%). Cluster analysis revealed four stable consumer segments with significantly different environmental attitudes, knowledge of the certification, and role of social impact as criteria for their purchasing decisions. These groups represent distinct opportunities for promoting the certification based on demographics, knowledge, interest, and purchasing criteria. For all four segments, reported familiarity of the certification did not increase ability to identify certified companies. Additionally, geographic location was not significantly different between clusters. A general strategy of associating Benefit Corporation Certification with durability and quality to increase consumer interest is recommended. Strategies for promoting Benefit Corporation Certified goods and services for each consumer segment are discussed.

Keywords: Sustainability; Certification; Benefit corporation; Quality; Durability; Segmentation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1186/s40991-025-00114-5

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