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)

221 Downloads (Pure)

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

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

Access to Document

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

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

Cite this

@article{c5e97903de1d4cf09cb7b806a7f9b723,

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.",

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

author = "J.M.C. Schijns and C. Gelderman and W.D.B.H.M. Lambrechts and Vijgen, {S. (Simon)}",

year = "2021",

month = may,

doi = "10.1002/bse.2732",

language = "English",

volume = "30",

pages = "2061--2076",

journal = "Business Strategy and the Environment",

issn = "0964-4733",

publisher = "John Wiley and Sons Ltd",

number = "4",

}

TY - JOUR

T1 - Green marketing as an environmental practice

T2 - The impact on green satisfaction and green loyalty in a business‐to‐business context

AU - Schijns, J.M.C.

AU - Gelderman, C.

AU - Lambrechts, W.D.B.H.M.

AU - Vijgen, S. (Simon)

PY - 2021/5

Y1 - 2021/5

N2 - 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.

AB - 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.

KW - environmental practice

KW - green customer loyalty

KW - green customer satisfaction

KW - green marketing strategy

KW - marketing strategy elements

KW - QUALITY

KW - CORPORATE IMAGE

KW - ECO-INNOVATION

KW - SUSTAINABILITY

KW - INNOVATION PERFORMANCE

KW - PERCEIVED RISK

KW - CUSTOMER SATISFACTION

KW - SUPPLY CHAIN MANAGEMENT

KW - BRAND EQUITY

KW - PRODUCT INNOVATION

UR - http://

U2 - 10.1002/bse.2732

DO - 10.1002/bse.2732

M3 - Article

SN - 0964-4733

VL - 30

SP - 2061

EP - 2076

JO - Business Strategy and the Environment

JF - Business Strategy and the Environment

IS - 4

ER -

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

Abstract

Keywords

Access to Document

Other files and links

Fingerprint

Cite this