Empowering Sustainable Purchasing through Green Marketing: A B2B Perspective

Abstract

The growing emphasis on sustainability has prompted most firms to incorporate environmentally friendly principles into their marketing practices. Although there is significant literature on green marketing in
consumer markets, its implications in business-to-business (B2B) settings remain poorly established. This study explored green marketing strategies in the B2B healthcare sector by examining professional buyers' satisfaction and loyalty. Surveying 148 Pakistani consumers, we used structural equation modelling to test the effects of product price, quality, salesperson expertise, and corporate image on a green marketing strategy. All four were found to have positive effects on customer satisfaction with green products, and higher satisfaction considerably enhanced loyalty. Importantly, salesperson expertise was found to be the best predictor of both satisfaction and loyalty. These results highlight the importance of salespeople's environmental knowledge and the need to incorporate green marketing as a core aspect of environmental management in industrial markets.
Keywords: Green Marketing Strategy, Environmental Management, Green satisfaction, Green Loyalty, B2B markets, Sustainable Marketing