Research Insight 087: Trade-offs between price and sustainability in B2B purchasing decisions

Homburg Ch./ Huang G./ Lanzrath A.


Consumers are increasingly demanding sustainability, but how are supply chains in B2B markets responding to this trend? Despite the increased introduction of sustainable offerings, only 20% of B2B buyers consider sustainability when selecting suppliers. But what are the motivations and obstacles of B2B buyers when choosing sustainable products? How should companies price their sustainable offerings accordingly and communicate the product benefits to their B2B customers in a targeted manner?

Based on a quantitative online survey of B2B purchasing managers, Prof. Dr. Dr. h.c. mult. Homburg, Guzi Huang and Dr. Aline Lanzrath investigate the trade-offs between price and sustainability in B2B purchasing decisions. The results provide action-oriented implications for pricing and sales strategies for sustainable products in B2B markets.

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Research Insight 087