The impact of suppliers’ green marketing mix on buyer satisfaction and green loyalty

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

The impact of suppliers’ green marketing mix on buyer satisfaction and green loyalty

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

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference Article in proceeding › Academic › peer-review

Abstract

Environmental issues are high on the strategic agenda of most organizations. Companies are pressured to buy green, environmentally friendly products. Most research into buying green products is in a B2C setting. This study focusses on the customer satisfaction and customer loyalty of professional buyers in a B2B setting. We examined the antecedents of ‘green satisfaction’ and ‘green loyalty’ 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
Title of host publication	IPSERA 2020 Conference Proceedings
Publisher	University of Tennessee
Pages	25
Number of pages	1
Publication status	Published - 2020
Event	29th International Purchasing Supply, Education and Research Association Annual Conference - Knoxville, TN, United States Duration: 5 Apr 2020 → 8 Apr 2020 Conference number: 29 https://haslam.utk.edu/ipsera2020

Conference

Conference	29th International Purchasing Supply, Education and Research Association Annual Conference
Abbreviated title	IPSERA 2020
Country/Territory	United States
City	Knoxville, TN
Period	5/04/20 → 8/04/20
Internet address	https://haslam.utk.edu/ipsera2020

Keywords

green marketing mix
green customer loyalty
green customer satisfacton
buying green

best paper with strong managerial implications of Ipsera 2020
Schijns, J. (Recipient), Gelderman, K. (Recipient), Lambrechts, W. (Recipient) & van Hal, L. (Recipient), 25 Apr 2020
Prize: Prize (including medals and awards) › Academic

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Cite this

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title = "The impact of suppliers{\textquoteright} green marketing mix on buyer satisfaction and green loyalty",

abstract = "Environmental issues are high on the strategic agenda of most organizations. Companies are pressured to buy green, environmentally friendly products. Most research into buying green products is in a B2C setting. This study focusses on the customer satisfaction and customer loyalty of professional buyers in a B2B setting. We examined the antecedents of {\textquoteleft}green satisfaction{\textquoteright} and {\textquoteleft}green loyalty{\textquoteright} 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 = "green marketing mix, green customer loyalty, green customer satisfacton, buying green",

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

year = "2020",

language = "English",

pages = "25",

booktitle = "IPSERA 2020 Conference Proceedings",

publisher = "University of Tennessee",

address = "United States",

note = "29th International Purchasing Supply, Education and Research Association Annual Conference, IPSERA 2020 ; Conference date: 05-04-2020 Through 08-04-2020",

url = "https://haslam.utk.edu/ipsera2020",

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TY - GEN

T1 - The impact of suppliers’ green marketing mix on buyer satisfaction and green loyalty

AU - Gelderman, C.

AU - Schijns, J.M.C.

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

AU - Vijgen, S. (Simon)

N1 - Conference code: 29

PY - 2020

Y1 - 2020

N2 - Environmental issues are high on the strategic agenda of most organizations. Companies are pressured to buy green, environmentally friendly products. Most research into buying green products is in a B2C setting. This study focusses on the customer satisfaction and customer loyalty of professional buyers in a B2B setting. We examined the antecedents of ‘green satisfaction’ and ‘green loyalty’ 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 - Environmental issues are high on the strategic agenda of most organizations. Companies are pressured to buy green, environmentally friendly products. Most research into buying green products is in a B2C setting. This study focusses on the customer satisfaction and customer loyalty of professional buyers in a B2B setting. We examined the antecedents of ‘green satisfaction’ and ‘green loyalty’ 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 - green marketing mix

KW - green customer loyalty

KW - green customer satisfacton

KW - buying green

M3 - Conference Article in proceeding

SP - 25

BT - IPSERA 2020 Conference Proceedings

PB - University of Tennessee

T2 - 29th International Purchasing Supply, Education and Research Association Annual Conference

Y2 - 5 April 2020 through 8 April 2020

ER -

The impact of suppliers’ green marketing mix on buyer satisfaction and green loyalty

Abstract

Conference

Keywords

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Prizes

best paper with strong managerial implications of Ipsera 2020

Cite this