Green marketing in a B2B context: the role of customer trust and eco-labelling awareness

Cees J. Gelderman; Kim Janssens; Tim van der Kooi; Jos Schijns

Green marketing in a B2B context: the role of customer trust and eco-labelling awareness

Cees J. Gelderman, Kim Janssens^*, Tim van der Kooi, Jos Schijns

^*Corresponding author for this work

Research output: Contribution to conference › Abstract › Academic

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Abstract

Green marketing is seen as a promising way to influence professional buyers towards more sustainable purchasing. Research suggests that green marketing mix strategies influence customer trust and loyalty. However, literature is inconclusive about the role of eco-labelling awareness within the green B2B marketing mix. Our findings among 98 business buyers in the Belgian and Dutch floriculture sector confirm the influence of green product quality and green price on customer trust. Most notable is the full mediation of eco-labelling awareness on the relationship between green promotion and trust. Apparently, green promotion can only be effective if it contributes to the eco-labelling awareness of professional buyers.

Original language	English
Pages	1-22
Number of pages	22
Publication status	Submitted - 2 Apr 2023
Event	IPSERA 2023 conference: Systemic change - Eada Business School , Barcelona, Spain Duration: 2 Apr 2023 → 5 Apr 2023 Conference number: 32nd https://ipsera.com/event-4853474 https://ipsera2023.com/

Conference

Conference	IPSERA 2023 conference
Abbreviated title	IPSERA conference
Country/Territory	Spain
City	Barcelona
Period	2/04/23 → 5/04/23
Internet address	https://ipsera.com/event-4853474 https://ipsera2023.com/

Keywords

green customer trust
green customer loyalty
green marketing mix
eco-labelling awareness

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title = "Green marketing in a B2B context: the role of customer trust and eco-labelling awareness",

abstract = "Green marketing is seen as a promising way to influence professional buyers towards more sustainable purchasing. Research suggests that green marketing mix strategies influence customer trust and loyalty. However, literature is inconclusive about the role of eco-labelling awareness within the green B2B marketing mix. Our findings among 98 business buyers in the Belgian and Dutch floriculture sector confirm the influence of green product quality and green price on customer trust. Most notable is the full mediation of eco-labelling awareness on the relationship between green promotion and trust. Apparently, green promotion can only be effective if it contributes to the eco-labelling awareness of professional buyers.",

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AU - Gelderman, Cees J.

AU - Janssens, Kim

AU - van der Kooi, Tim

AU - Schijns, Jos

N1 - Conference code: 32nd

PY - 2023/4/2

Y1 - 2023/4/2

N2 - Green marketing is seen as a promising way to influence professional buyers towards more sustainable purchasing. Research suggests that green marketing mix strategies influence customer trust and loyalty. However, literature is inconclusive about the role of eco-labelling awareness within the green B2B marketing mix. Our findings among 98 business buyers in the Belgian and Dutch floriculture sector confirm the influence of green product quality and green price on customer trust. Most notable is the full mediation of eco-labelling awareness on the relationship between green promotion and trust. Apparently, green promotion can only be effective if it contributes to the eco-labelling awareness of professional buyers.

AB - Green marketing is seen as a promising way to influence professional buyers towards more sustainable purchasing. Research suggests that green marketing mix strategies influence customer trust and loyalty. However, literature is inconclusive about the role of eco-labelling awareness within the green B2B marketing mix. Our findings among 98 business buyers in the Belgian and Dutch floriculture sector confirm the influence of green product quality and green price on customer trust. Most notable is the full mediation of eco-labelling awareness on the relationship between green promotion and trust. Apparently, green promotion can only be effective if it contributes to the eco-labelling awareness of professional buyers.

KW - green customer trust

KW - green customer loyalty

KW - green marketing mix

KW - eco-labelling awareness

UR - https://www.ipsera.com/event-4853474#:~:text=Our%2032nd%20Annual%20Meeting%20will,industry%20and%20academia%20and%20more!

UR - https://easychair.org/smart-program/IPSERA2023/talk_author_index.html

UR - https://easychair.org/smart-program/IPSERA2023/2023-04-03.html

M3 - Abstract

SP - 1

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Y2 - 2 April 2023 through 5 April 2023

ER -

Green marketing in a B2B context: the role of customer trust and eco-labelling awareness

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Keywords

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