Sustainability culture in B Corp organizations

Abstract

This study examines cultural drivers enabling sustainability adoption in B Corpcertified organizations. Through qualitative data from interviews with employees and leaders, five key drivers are identified: Empowerment and Leadership Support, Shared Purpose and Vision, Collaboration and Communication, Curiosity and Innovation, Community and Social Responsibility. The findings highlight the role of supportive leadership, shared purpose, and innovation in embedding sustainability into business practices. Additionally, the research illustrates how B Corp certification facilitates cultural transformation, offering a conceptual framework linking cultural enablers, mechanisms, and sustainability outcomes.