Influence of supplier ecological activities on buyers behaviour in business-to-business relations

Agnieszka Wołodźko-Pašala

Abstract

The aim of this dissertation is to answer the question: do suppliers’ ecological activities influence buyers’ behaviour in business-to-business relations? It proposes guidelines for marketing managers, supporting decision making process, when position products on the market, using ecological (or environmental) content in corporate image communication, in supplier – buyer relationship in business-to-business context. In the study an experiment was conducted and a closed – questions questionnaire was used. Respondents were chosen from employees involved in buying decision making process in companies (managers). An important finding of this research is that, results of performed experiment supported hypothesis (at significance level α=0.05) and confirmed positive relationship between corporate image elements and buyers’ perceptions towards seller’s company and products. It proved also positive relation between supplier’s company-product congruence on buyer purchase intention. This research contributes to knowledge on relations between corporate image and buyers’ attitude and behavior in numerous ways. Firstly in confirms existence of such relation in business-to-business context (earlier studies investigated such relation in business-to-customer context). Secondly it suggests that communication, on corporate ability and corporate environmental responsibility is equally important in product or company marketing strategy. The research results cannot be generalized, but they may imply directions for other authors. Future research may investigate real buyer’s behaviour and financial aspects of corporate image and buyer attitude and behaviour (Can it influence value creation (NPV) of the company?).
Diploma typeDoctor of Philosophy
Author Agnieszka Wołodźko-Pašala
Agnieszka Wołodźko-Pašala,,
-
Title in EnglishInfluence of supplier ecological activities on buyers behaviour in business-to-business relations
Languagepl polski
Certifying UnitFaculty of Economic Sciences (ES)
Disciplineekonomia / nauki ekonomiczne(nauki ekonomiczne) / nauki społeczne()
Defense Date30-10-2015
End date05-11-2015
Supervisor Ryszard Kłeczek (ES / IM / DPM)
Ryszard Kłeczek,,
- Department of Principles of Marketing

Internal reviewers Ewa Stańczyk-Hugiet (MISaF / IOaM / KSiMZ)
Ewa Stańczyk-Hugiet,,
- Katedra Strategii i Metod Zarządzania
External reviewers Lechosław Garbarski
Lechosław Garbarski,,
-
Pages157
Keywords in EnglishCorporate Social Responsibility, Corporate Ability, ecological activities, corporate image, buyer behavior
Abstract in EnglishThe aim of this dissertation is to answer the question: do suppliers’ ecological activities influence buyers’ behaviour in business-to-business relations? It proposes guidelines for marketing managers, supporting decision making process, when position products on the market, using ecological (or environmental) content in corporate image communication, in supplier – buyer relationship in business-to-business context. In the study an experiment was conducted and a closed – questions questionnaire was used. Respondents were chosen from employees involved in buying decision making process in companies (managers). An important finding of this research is that, results of performed experiment supported hypothesis (at significance level α=0.05) and confirmed positive relationship between corporate image elements and buyers’ perceptions towards seller’s company and products. It proved also positive relation between supplier’s company-product congruence on buyer purchase intention. This research contributes to knowledge on relations between corporate image and buyers’ attitude and behavior in numerous ways. Firstly in confirms existence of such relation in business-to-business context (earlier studies investigated such relation in business-to-customer context). Secondly it suggests that communication, on corporate ability and corporate environmental responsibility is equally important in product or company marketing strategy. The research results cannot be generalized, but they may imply directions for other authors. Future research may investigate real buyer’s behaviour and financial aspects of corporate image and buyer attitude and behaviour (Can it influence value creation (NPV) of the company?).
KBN classificationekonomia
Thesis file
Wolodzko_Pasala_A_Dzialania_Ekologiczne_Dostawcow_A_Zachowania.pdf 1,84 MB
Reviews
Wolodzko-Pasala_A_Recenzja_Stanczyk_Hugiet_E.pdf 1,05 MB
Wolodzko-Pasala_A_Recenzja_Garbarski_L.pdf 718,69 KB

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