Do consumers really care? Investigating the role of B Corp certification in shaping brand perception for small tea brands

Abstract

This thesis explores how B Corp certification shapes the way consumers think and feel about small wellness tea brands, focusing on Mother Cuppa Tea Ltd as a case study. While big, well-known brands have been widely studied, far less is known about how this certification influences trust and buying behaviour in small, niche markets like herbal tea. To fill this gap, the study used a mixed-methods approach, combining a quantitative survey with semi-structured interviews analysed through the Means End Chain (MEC) technique. A pilot survey showed that many consumers had little or no awareness of B Corp. As a result, the main survey and interviews added a short, neutral explanation to ensure everyone had the same basic understanding before sharing their views. The results show that once people understand what B Corp stands for, it becomes a powerful signal of trust and authenticity. It makes consumers more willing to consider or try a brand, but doesn’t automatically make them pay more, which still depends on taste, everyday use and product quality. The MEC analysis revealed that B Corp’s credibility through independent audit, transparency and accountability that connects deeply with values such as integrity, wellbeing and environmental care. The study suggests that small ethical brands can make the most of certification by pairing it with clear communication, easy first-trial offers and regular proof of real progress. When these elements come together, B Corp certification becomes more than a label; it becomes a living promise of credibility and purpose.