Percorrer por autor "Maeker, Julia"
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- Certified versus self-declared hybrid organizations : a customer-centric analysis based on the B Lab CertificationPublication . Maeker, Julia; Bicho, Marta Liliana NunesThe purpose of this dissertation is to analyze the effect of independent third-party certifications, specifically the B Lab Certification, on consumer response, namely purchase intention and willingness to recommend. Additionally, this work investigates the serial mediating role of brand credibility and perceived quality as well as the moderating effect of consumer social responsibility. A non-probability sample is gathered by means of a self-conducted online survey containing a quantitative experimental design. The results are analyzed in SPSS applying common statistical methods, including independent sample t-tests, One-way ANOVAs and the PROCESS macro to test mediation and moderation effects. The study finds significant differences in the dependent variables between hybrid organizations that distinguish through their organizational form, either being a self-declared hybrid organization or a Certified B Corporation. The findings suggest that consumer responses are fully serial mediated and significantly higher for Certified B Corporations. Yet, a moderating effect of consumer social responsibility cannot be identified, which indicates that highly responsible consumers associate more credibility with hybrid organizations than less responsible consumers. The study contributes to consumer behavior research in the context of responsible consumption by revealing that the B Lab certification boosts consumer response through increased brand credibility. Managerial relevance is justified by providing guidance for executives of hybrid organizations which are either self-declared or certified by an independent third party.