Beyond certification: assessing the domino effect of b corps in the coffee industry

Abstract

This study seeks to find out whether the certification of coffee companies inspires other coffee companies to become B Corp certified too, thereby causing a so-called ‘domino effect’. Using data which B Lab provided as well as semi-structured interviews, the author finds no evidence for such a domino effect. However, B Corps, through the changes they implement as a result of their certification, seem to inspire others - within and outside of their value chain – to improve their practices. This study thus establishes a new theoretical foundation for B Corp’s impact through systemic change.