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

J.M.C. Schijns; C. Gelderman; W.D.B.H.M. Lambrechts; S. (Simon) Vijgen

doi:10.1002/bse.2732

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

J.M.C. Schijns, C. Gelderman^*, W.D.B.H.M. Lambrechts, S. (Simon) Vijgen

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

16 Citations (Web of Science)

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Abstract

Many 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.

Original language	English
Pages (from-to)	2061-2076
Number of pages	16
Journal	Business Strategy and the Environment
Volume	30
Issue number	4
Early online date	25 Jan 2021
DOIs	https://doi.org/10.1002/bse.2732
Publication status	Published - May 2021

Keywords

BRAND EQUITY
CORPORATE IMAGE
CUSTOMER SATISFACTION
ECO-INNOVATION
INNOVATION PERFORMANCE
PERCEIVED RISK
PRODUCT INNOVATION
QUALITY
SUPPLY CHAIN MANAGEMENT
SUSTAINABILITY
environmental practice
green customer loyalty
green customer satisfaction
green marketing strategy
marketing strategy elements

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10.1002/bse.2732Licence: CC BY-NC-ND

Gelderman_Schijns_Lambrechts_Vijgen (2021)Licence: CC BY-NC-ND

Cite this

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

abstract = "Many 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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AU - Vijgen, S. (Simon)

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

Abstract

Keywords

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