The effect of B Corporation Certification on companies with implementing employee volunteering program as the practice of Corporate Social Responsibility

• Main Authors: ZHE-HAO YA, 葉哲暠
• Other Authors: Cou-Chen Wu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/74pmck

碩士 === 國立臺灣科技大學 === 企業管理系 === 106 === Due to the continuing issues in business, such as food safety scandals and sweated labor problems, there has been a growing concern and distrust toward corporations. People are skeptical of traditional view of business under capitalism. The trend leads to the need for changes in the law and force companies to practice CSR while pursuing profits. Over the years, CSR has become more and more popular, many studies show that practicing CSR not only enhance the brand image but also increase customers’ purchase intention. Therefore, the main purpose of this paper is to investigate which CSR promotion can bring the maximum benefits to the companies. The study explores whether companies have B Corporation Certification will increase consumers’ brand trust, purchase willingness, and loyalty when engaging employees volunteering programs. The survey collected 133 questionnaires and analyzed through the T test method. Study 1 finds that companies using employee volunteering to participate CSR has a higher brand trust, purchase willingness, and loyalty than general ones. Study 2 points out that when companies using employee volunteering to perform CSR with B Corporation Certification will have a higher brand trust, purchase intention, and loyalty than ones that only do employee volunteering. The study suggests that companies can become a B Corporation Certification and use employee volunteering to practice CSR. With the transparent and quantitative information, stakeholders can evaluate companies’ CSR performance in an objective way. Companies not only compete for being the best in the world, but also do the best for the world, build the sustainability and share with the world.