Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context
| Autor: | Cees J. Gelderman, J.M.C. Schijns, Simon Vijgen, Wim Lambrechts |
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| Přispěvatelé: | Department of Marketing and Supply Chain Management, RS-Research Line Learning (part of LIRS program), RS-Research Line Resilience (part of LIRS program), RS-Research Line Innovation (part of LIRS program) |
| Rok vydání: | 2021 |
| Předmět: |
PERCEIVED RISK
Strategy and Management media_common.quotation_subject Geography Planning and Development Context (language use) Management Monitoring Policy and Law Product price CORPORATE IMAGE green marketing strategy SUSTAINABILITY ECO-INNOVATION Loyalty QUALITY Quality (business) green customer loyalty green customer satisfaction PRODUCT INNOVATION Business and International Management Marketing environmental practice media_common business.industry marketing strategy elements Business-to-business INNOVATION PERFORMANCE Product (business) Green marketing BRAND EQUITY Survey data collection CUSTOMER SATISFACTION SUPPLY CHAIN MANAGEMENT business |
| Zdroj: | Schijns, J M C, Gelderman, C, Lambrechts, W D B H M & Vijgen, S 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, vol. 30, no. 4, pp. 2061-2076 . https://doi.org/10.1002/bse.2732 Business Strategy and the Environment, 30(4), 2061-2076. John Wiley and Sons Ltd |
| ISSN: | 1099-0836 0964-4733 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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