Online sustainability claims: lessons from high-scoring B corporations in the Canadian food and beverage sector

Abstract

PurposeSustainability certifications can support green innovation in important consumer sectors such as food and beverage. This research interrogates how certified companies communicate sustainability claims online and whether these practices differ from non-certified counterparts. The purpose of the study is to understand if certification stands to alter online communication about sustainability.Design/methodology/approachA discourse analysis of the websites and social media accounts of three highly-rated Canadian B Corps and three matching non-certified companies inductively identified 5 types of sustainability claims: transparency, brand story, green materials/processes, community engagement and sourcing partnerships. A comparative analysis was used to determine if certification alters corporate sustainability communication practices of firms.FindingsThe findings indicate that sustainability certifications alter external online sustainability communication. Of the 457 sustainability claims coded in the sample, 67.6% are from certified firms. Attaining certification also alters the areas of communication focus, increasing communication about the socially oriented community engagement dimension, which is often underrepresented.Originality/valueThe research contributes to the understanding of sustainability communication among privately held small and medium-sized enterprises (SMEs), which are currently underrepresented in the literature. The unique sampling used in this study considers how communication is altered post-certification as a novel way to understand the impacts of sustainability certifications.