Green Digital Branding and Consumer Behaviour: How Sustainable Communication by B Corps Influences Customer Trust and Purchase Decisions

This thesis examines how sustainability-oriented digital communication operates within the governance framework of a certified B Corporation and how such communication may contribute to trust formation and brand value creation. Building on literature on sustainability, stakeholder theory, corporate social responsibility, green branding and digital brand identity, the study conceptualises sustainable branding as a governance-embedded and trust-mediated process rather than a purely symbolic communication strategy. Adopting a qualitative single-case study design, the research analyses publicly available digital communication materials of Zordan, an Italian certified B Corporation operating in the Veneto region. The study relies on interpretative content analysis guided by theoretically derived dimensions, including sustainability framing, governance and accountability signals, corporate identity construction, and trust-related cues. Rather than pursuing statistical generalisation, the research aims to provide analytical insight into how sustainability communication interacts with institutional structures and accountability mechanisms. The findings suggest that when sustainability commitments are structurally embedded within governance systems and consistently reflected in digital communication, they reinforce credibility and support trust-building dynamics. Conversely, inconsistencies between communicated sustainability claims and organisational practices increase reputational vulnerability, particularly in digitally transparent environments. The study contributes to the literature by integrating governance-based accountability with green digital branding and by positioning trust as a central mediating construct linking sustainability communication to brand value.