Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context

Cees J. Gelderman; Jos Schijns; Wim Lambrechts; Simon Vijgen

doi:10.1002/bse.2732

journal article Open Access Jan 25, 2021

Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context

Cees J. Gelderman

Jos Schijns Wim Lambrechts

Simon Vijgen

Business Strategy and the Environment Vol. 30 No. 4 pp. 2061-2076 · Wiley

View at Publisher Save 10.1002/bse.2732

Abstract

AbstractMany companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a business‐to‐consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business‐to‐business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.

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References

Details

Published: Jan 25, 2021
Vol/Issue: 30(4)
Pages: 2061-2076
License: View

Authors

C

Cees J. Gelderman

Department of Marketing and Supply Chain Management Open University of the Netherlands Heerlen The Netherlands

J

Jos Schijns

Department of Marketing and Supply Chain Management Open University of the Netherlands Heerlen The Netherlands

W

Wim Lambrechts

Department of Marketing and Supply Chain Management Open University of the Netherlands Heerlen The Netherlands

S

Simon Vijgen

Department of Marketing and Supply Chain Management Open University of the Netherlands Heerlen The Netherlands

Cite This Article

Cees J. Gelderman, Jos Schijns, Wim Lambrechts, et al. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business Strategy and the Environment, 30(4), 2061-2076. https://doi.org/10.1002/bse.2732

Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context

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