Disengaging pro-environmental values in B2B green buying decisions: Evidence from a conjoint experiment

Although the seriousness of environmental issues has prompted calls for more green concerns in B2B buying, research has not given the area the attention it deserves. Building on social cognitive theory, we examine the role of pro-environmental values in B2B green buying decisions, and the moderation effects of purchasing experience and environmental hostility. We test our theoretical model by using hierarchical linear modeling with data from a conjoint experiment consisting of 816 purchase assessments nested in 102 B2B purchasing managers. Our results indicate that B2B purchasing managers disengage their pro-environmental values in B2B green buying decisions when they have little purchasing experience and perceive the business environment as highly hostile. This study offers important managerial implications for B2B purchasing managers and business owners/entrepreneurs that pursue sustainable development of their organizations.