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 |
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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 | |
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