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What is B2B Green Buying: Value Propositions Impact about?

This study investigates the impact of sustainable value propositions (SVPs) on B2B green buying decisions, emphasizing the role of market turbulence as a moderating factor. Findings indicate that a risk-based strategy is more effective in high turbulence markets, while a certification-based strategy works better in stable environments. The research enhances understanding of individual buyer behavior in green purchasing and provides guidance for vendors in crafting effective SVPs.

Author

hasrunafandi

Language

EN