busboys & poets: b-corp marketing research

This marketing research study considers the effect of a business' marketing mix on customer loyalty. Specifically this study researched the impact of a business’ third party certification of sustainable business practices, called a Benefit Corporation (B Corp), on consumer loyalty. This certification, (to date also a legal corporate form), was developed by a non-profit organization, B Lab, with the mission to create a new sector of the economy that uses the power of business to solve social and environmental problems. In a sense, a B Corp certification is for sustainable businesses what LEED is for green buildings. But at the consumer level, just how powerful is a B Corp certification? I wanted to know: For a local coffee shop in Washington, DC does being a certified B Corp enhance a the business’ marketing mix by solidifying a commitment to measurable beneficial social and environmental impacts, and therefore contribute to customer loyalty? To answer this question this research study included a thorough analysis of related secondary data, and field research: hypothesis testing, survey design, data collection, and statistical analysis.