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

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  • Cees J. Gelderman
  • Jos Schijns
  • Wim Lambrechts
  • Simon Vijgen

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.

Suggested Citation

  • Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    • Handle: RePEc:bla:bstrat:v:30:y:2021:i:4:p:2061-2076
    DOI: 10.1002/bse.2732
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    2. Lyudmila Davidenko & Nurzhanat Sherimova & Saule Kunyazova & Maral Amirova & Ansagan Beisembina, 2024. "Sustainable Economy: The Eco-Branding of an Industrial Region in Kazakhstan," Sustainability, MDPI, vol. 16(1), pages 1-16, January.
    3. Reza Aghlmand & Mohammad Gheibi & Amir Takhtravan & Zahra Kian, 2022. "Implementation of green marketing frameworks based on conceptual system designing by integration of PESTLE, classical Delphi and MCDM modeling," SN Business & Economics, Springer, vol. 2(8), pages 1-33, August.
    4. Makhabbat Ramazanova & Bartolomé Deyà Tortella & Anuarbek Kakabayev & Ana Maria Caldeira & Maria João Carneiro, 2023. "Do Sustainability Perceptions Affect Lake Destination Loyalty?," Sustainability, MDPI, vol. 15(18), pages 1-21, September.
    5. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    6. Seema Bhardwaj & Kiran Nair & Muhammad Usman Tariq & Asad Ahmad & Asmita Chitnis, 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    7. Roman Tylżanowski & Katarzyna Kazojć & Ireneusz Miciuła, 2023. "Exploring the Link between Energy Efficiency and the Environmental Dimension of Corporate Social Responsibility: A Case Study of International Companies in Poland," Energies, MDPI, vol. 16(16), pages 1-18, August.
    8. Yang, Yefei & Chen, Jiayi & Lee, Peter K.C. & Cheng, T.C.E., 2023. "How to enhance the effects of the green supply chain management strategy in the organization: A diffusion process perspective," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 175(C).
    9. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    10. Marlies van Tilburg & Harold Krikke & Wim Lambrechts, 2022. "Supply Chain Relationships in Circular Business Models: Supplier Tactics at Royal Smit Transformers," Logistics, MDPI, vol. 6(4), pages 1-24, October.
    11. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.

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