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- 2026年4月22日(水) に産研講演会 「Symbol and/or Substance? A Multi-Method Investigation of B Corp Certification on Customer Ratings」が開催されます。
2026年4月22日(水) に産研講演会 「Symbol and/or Substance? A Multi-Method Investigation of B Corp Certification on Customer Ratings」が開催されます。
Dates
カレンダーに追加0422
WED 2026- Place
- 対面
- Time
- 16:00～17:30
- Posted
- Fri, 10 Apr 2026
「Symbol and/or Substance? A Multi-Method Investigation of B Corp Certification on Customer Ratings」が開催されます。
| 日時 | 2026年4月22日（水）16:00～17:30 |
|---|---|
| 開催方法 | 対面 ＊11号館4階第3会議室にお越しください。 |
| 対象 | 学生・教職員・一般 |
| 講演者 | Wesley David Sine 氏
(Professor, Cornell SC Johnson College of Business, Cornell University) |
| 要旨 | We examine how B Corporation certification affects customer satisfaction through both symbolic and substantive mechanisms, addressing longstanding debates about certification effectiveness on firms and research on corporate social responsibility and environment, social and governance. Using a multi-method approach combining archival analysis of a matched sample of 940 firms and controlled laboratory experiments, we find that B Corp certification significantly enhances customer ratings through improved employee satisfaction. Our archival analysis reveals that certified B Corps achieve 16-22% higher customer ratings compared to conventional firms through superior employee satisfaction levels. Critically, firms with stated social missions but lacking formal certification (“B Corp-like” firms) demonstrate weaker effects, underscoring the value of third-party verification and ongoing monitoring. Controlled experiments using identical products show that B Corp certification creates perceptual enhancement effects, with participants rating the same ice cream significantly higher when believing it originated from certified B Corps, particularly in family business contexts where ethical considerations are salient. These findings demonstrate that effective certification functions through dual pathways: substantive improvements in organizational practices that enhance stakeholder experiences, and symbolic signaling that activates values-based perceptual processes. Our research bridges signaling and institutional theories by showing that certification’s value emerges from coupling credible external signals with authentic internal transformation. |
| 世話人 | 三橋 平（早稲田大学商学学術院 教授） |
| 参加申し込み方法 | 参加はこちらからお申込みください。※4月20日（月）17:00締切 |
| その他 | 早稲田大学商学部・産業経営研究所・山野井 順一分科会 |
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