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How green product demands influence industrial buyer/seller relationships, knowledge, and marketing dynamic capabilities

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  • Dahlquist, Steven H.

Abstract

This research investigates the influence of “green” products on industrial buyers’ and sellers’ behaviors and marketing capabilities through the lenses of procurement managers and marketing managers. The work offers a parsimonious measure for “green product demands” and applies social network theory to better understand the interplay of relational embeddedness, knowledge redundancy, and vertical competitive activity with buyers’ green product demands and sellers’ overall marketing dynamic capabilities. The findings suggest that relational embeddedness and knowledge redundancy are full mediators of the effect of buyers’ green product demands on sellers’ marketing dynamic capabilities, and vertical competitive activity may moderate the direct effects of green product demands. Findings also illuminate similarities and differences between procurement managers’ and marketing managers’ views of these relationships in terms of valence and magnitude. This research builds on current literature concerning green marketing and green supply chain management, as well as provides managers with insights regarding industrial buyer/seller interactions in a dynamic green market environment.

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  • Dahlquist, Steven H., 2021. "How green product demands influence industrial buyer/seller relationships, knowledge, and marketing dynamic capabilities," Journal of Business Research, Elsevier, vol. 136(C), pages 402-413.
    • Handle: RePEc:eee:jbrese:v:136:y:2021:i:c:p:402-413
    DOI: 10.1016/j.jbusres.2021.07.045
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    1. Deimena Kiyak & Rasa Grigoliene, 2023. "Analysis of the Conceptual Frameworks of Green Marketing," Sustainability, MDPI, vol. 15(21), pages 1-20, November.
    2. Abdelmohsen A. Nassani & Asad Javed & Magdalena Radulescu & Zahid Yousaf & Carmen Gabriela Secara & Claudia Tolea, 2022. "Achieving Green Innovation in Energy Industry through Social Networks, Green Dynamic Capabilities, and Green Organizational Culture," Energies, MDPI, vol. 15(16), pages 1-12, August.
    3. Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    4. Shichang Liang & Min Zhang & Yuxuan Chu & Lingling He, 2022. "Should “Green” Be Precise? The Effect of Information Presentation on Purchasing Intention of Green Products," Sustainability, MDPI, vol. 14(16), pages 1-16, August.

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