Journal
BUSINESS STRATEGY AND THE ENVIRONMENT
Volume 30, Issue 4, Pages 2061-2076Publisher
WILEY
DOI: 10.1002/bse.2732
Keywords
environmental practice; green customer loyalty; green customer satisfaction; green marketing strategy; marketing strategy elements
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Green marketing strategies have a significant impact on the satisfaction and loyalty of professional buyers in a B2B setting, with product quality, price, and corporate image playing key roles. The expertise of salespeople has the most notable influence on satisfaction and loyalty.
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.
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