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

机译：绿色营销作为环境实践：对企业与企业背景的绿色满意度和绿色忠诚度的影响

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摘要

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.
机译：许多公司制定了一种绿色营销策略，旨在推广和销售绿色环保产品。 虽然关于本主题的大多数文章有关企业对消费者环境的研究报告，但本研究侧重于绿色营销策略对企业与商业环境中专业买家满意和忠诚的影响。 在清洁行业中的148名荷兰专业购买者的调查数据测试了假设。 结果强调了产品质量，产品价格和企业形象的影响和重要性。 销售人员专业知识，发现了对满足和忠诚度的最显着和强烈的影响。

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