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 proceedingConference article in proceedingAcademicpeer-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 languageEnglish
Title of host publicationIPSERA 2020 Conference Proceedings
PublisherUniversity of Tennessee
Pages25
Number of pages1
Publication statusPublished - 2020
Event29th International Purchasing Supply, Education and Research Association Annual Conference - Knoxville, TN, Knoxville, TN, United States
Duration: 5 Apr 20208 Apr 2020
Conference number: 29
https://haslam.utk.edu/ipsera2020

Conference

Conference29th International Purchasing Supply, Education and Research Association Annual Conference
Abbreviated titleIPSERA 2020
CountryUnited States
CityKnoxville, TN
Period5/04/208/04/20
Internet address

Keywords

  • green marketing mix
  • green customer loyalty
  • green customer satisfacton
  • buying green

Fingerprint Dive into the research topics of 'The impact of suppliers’ green marketing mix on buyer satisfaction and green loyalty'. Together they form a unique fingerprint.

Cite this