Business-to-Business Marketing of Sustainable Suppliers: How Message Framing and Evidence Credibility Shape Buyer Trust and Commitment

Authors

  • Amirhossein Nafei Department of Industrial Engineering and Management, National Taipei University of Technology, Taipei, Taiwan

https://doi.org/10.48314/isti.v1i1.53

Abstract

Sustainable suppliers increasingly compete through their ability to communicate environmental and social value to organizational buyers, yet broad sustainability claims can also create skepticism and greenwashing suspicion. Existing research explains sustainable purchasing, customer value propositions, signaling, and relationship trust largely in separate streams, leaving limited guidance on how message framing and evidence credibility jointly shape business-to-business marketing outcomes. This conceptual article develops an integrative framework based on organizational buying behavior, sustainable value propositions, signaling theory, greenwashing research, business-to-business branding, and relationship marketing. The framework distinguishes environmental-only framing from integrated business-value framing and positions evidence credibility on a continuum from self-reported narrative to quantified, traceable, and independently verified proof. It proposes that integrated framing strengthens perceived sustainability value only when the supporting evidence is sufficiently credible; otherwise, claim breadth increases greenwashing suspicion. Claim credibility and perceived sustainability value jointly build supplier brand trust, which in turn supports supplier shortlisting, willingness to pay, information sharing, and relationship commitment. Buyer sustainability expertise, purchase criticality, relationship stage, and claim-performance consistency are identified as boundary conditions. Twelve propositions, a communication matrix, and a three-study validation program translate the framework into testable research. The article shows how suppliers can market sustainability as credible customer value rather than as unsupported promotional rhetoric.

Keywords:

business-to-business marketing, sustainable suppliers;, message framing;, evidence credibility; , buyer trust; , greenwashing; , relationship commitment

References

  1. [1] Webster, F. E., Jr., & Wind, Y. (1972). A general model for understanding organizational buying behavior. Journal of Marketing, 36(2), 12–19. https://doi.org/10.1177/002224297203600203
  2. [2] Sheth, J. N. (1973). A model of industrial buyer behavior. Journal of Marketing, 37(4), 50–56. https://doi.org/10.1177/002224297303700406
  3. [3] Johnston, W. J., & Lewin, J. E. (1996). Organizational buying behavior: Toward an integrative framework. Journal of Business Research, 35(1), 1–15. https://doi.org/10.1016/0148-2963(94)00077-8
  4. [4] Drumwright, M. E. (1994). Socially responsible organizational buying: Environmental concern as a noneconomic buying criterion. Journal of Marketing, 58(3), 1–19. https://doi.org/10.1177/002224299405800301
  5. [5] Sharma, A., Iyer, G. R., Mehrotra, A., & Krishnan, R. (2010). Sustainability and business-to-business marketing: A framework and implications. Industrial Marketing Management, 39(2), 330–341. https://doi.org/10.1016/j.indmarman.2008.11.005
  6. [6] Chan, H. K., He, H., & Wang, W. Y. C. (2012). Green marketing and its impact on supply chain management in industrial markets. Industrial Marketing Management, 41(4), 557–562. https://doi.org/10.1016/j.indmarman.2012.04.002
  7. [7] Liu, S., Kasturiratne, D., & Moizer, J. (2012). A hub-and-spoke model for multi-dimensional integration of green marketing and sustainable supply chain management. Industrial Marketing Management, 41(4), 581–588. https://doi.org/10.1016/j.indmarman.2012.04.005
  8. [8] Brindley, C., & Oxborrow, L. (2014). Aligning the sustainable supply chain to green marketing needs: A case study. Industrial Marketing Management, 43(1), 45–55. https://doi.org/10.1016/j.indmarman.2013.08.003
  9. [9] Patala, S., Jalkala, A., Keränen, J., Väisänen, S., Tuominen, V., & Soukka, R. (2016). Sustainable value propositions: Framework and implications for technology suppliers. Industrial Marketing Management, 59, 144–156. https://doi.org/10.1016/j.indmarman.2016.03.001
  10. [10] Lacoste, S. (2016). Sustainable value co-creation in business networks. Industrial Marketing Management, 52, 151–162. https://doi.org/10.1016/j.indmarman.2015.05.018
  11. [11] Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6–15. https://doi.org/10.1016/j.indmarman.2013.06.008
  12. [12] Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for business-to-business branding: Challenges of branding in a business-to-business context. Industrial Marketing Management, 40(6), 830–837. https://doi.org/10.1016/j.indmarman.2011.06.006
  13. [13] Backhaus, K., Steiner, M., & Lügger, K. (2011). To invest, or not to invest, in brands? Drivers of brand relevance in business-to-business markets. Industrial Marketing Management, 40(7), 1082–1092. https://doi.org/10.1016/j.indmarman.2011.09.002
  14. [14] Herbst, U., & Merz, M. A. (2011). The industrial brand personality scale: Building strong business-to-business brands. Industrial Marketing Management, 40(7), 1072–1081. https://doi.org/10.1016/j.indmarman.2011.09.003
  15. [15] Anderson, J. C., Narus, J. A., & van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90–99, 149.
  16. [16] Ballantyne, D., Frow, P., Varey, R. J., & Payne, A. (2011). Value propositions as communication practice: Taking a wider view. Industrial Marketing Management, 40(2), 202–210. https://doi.org/10.1016/j.indmarman.2010.06.032
  17. [17] Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: Evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), 467–489. https://doi.org/10.1007/s11747-017-0523-z
  18. [18] Ulaga, W., & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of Marketing, 70(1), 119–136. https://doi.org/10.1509/jmkg.2006.70.1.119
  19. [19] Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
  20. [20] Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419
  21. [21] Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66–79. https://doi.org/10.1509/jmkg.64.2.66.18000
  22. [22] Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02
  23. [23] Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011). How sustainability ratings might deter greenwashing: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15–28. https://doi.org/10.1007/s10551-011-0901-2
  24. [24] Atkinson, L., & Rosenthal, S. (2014). Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), 33–45. https://doi.org/10.1080/00913367.2013.834803
  25. [25] Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility: The role of corporate social responsibility communication. International Journal of Management Reviews, 12(1), 8–19. https://doi.org/10.1111/j.1468-2370.2009.00276.x
  26. [26] Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323–338. https://doi.org/10.1111/j.1467-8608.2006.00460.x
  27. [27] Pomering, A., & Dolnicar, S. (2009). Assessing the prerequisite of successful corporate social responsibility implementation: Are consumers aware of corporate social responsibility initiatives? Journal of Business Ethics, 85(S2), 285–301. https://doi.org/10.1007/s10551-008-9729-9
  28. [28] Peloza, J., & Shang, J. (2011). How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the Academy of Marketing Science, 39(1), 117–135. https://doi.org/10.1007/s11747-010-0213-6
  29. [29] Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
  30. [30] Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223–249. https://doi.org/10.1177/1086026615575332
  31. [31] Montgomery, A. W., Lyon, T. P., & Barg, J. (2024). No end in sight? A greenwash review and research agenda. Organization & Environment, 37(2), 221–256. https://doi.org/10.1177/10860266231168905
  32. [32] de Freitas Netto, S. V., Sobral, M. F. F., Ribeiro, A. R. B., & Soares, G. R. L. (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32, 19. https://doi.org/10.1186/s12302-020-0300-3
  33. [33] Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693–707. https://doi.org/10.1007/s10551-013-1944-3
  34. [34] Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0
  35. [35] Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
  36. [36] Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35–51. https://doi.org/10.1177/002224299706100203
  37. [37] Ganesan, S. (1994). Determinants of long-term orientation in buyer–seller relationships. Journal of Marketing, 58(2), 1–19. https://doi.org/10.1177/002224299405800201
  38. [38] Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. https://doi.org/10.1509/jmkg.70.4.136
  39. [39] Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42–58. https://doi.org/10.1177/002224299005400103
  40. [40] Mohr, J. J., Fisher, R. J., & Nevin, J. R. (1996). Collaborative communication in interfirm relationships: Moderating effects of integration and control. Journal of Marketing, 60(3), 103–115. https://doi.org/10.1177/002224299606000307
  41. [41] Mohr, J., & Spekman, R. (1994). Characteristics of partnership success: Partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135–152. https://doi.org/10.1002/smj.4250150205
  42. [42] Hoejmose, S., Brammer, S., & Millington, A. (2012). Green supply chain management: The role of trust and top management in business-to-business and business-to-consumer markets. Industrial Marketing Management, 41(4), 609–620. https://doi.org/10.1016/j.indmarman.2012.04.008
  43. [43] Czinkota, M., Kaufmann, H. R., & Basile, G. (2014). The relationship between legitimacy, reputation, sustainability and branding for companies and their supply chains. Industrial Marketing Management, 43(1), 91–101. https://doi.org/10.1016/j.indmarman.2013.10.005
  44. [44] White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49. https://doi.org/10.1177/0022242919825649
  45. [45] White, K., MacDonnell, R., & Dahl, D. W. (2011). It's the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. Journal of Marketing Research, 48(3), 472–485. https://doi.org/10.1509/jmkr.48.3.472

Downloads

Published

2024-11-29

Issue

Articles in Press

Section

Articles

How to Cite

Nafei, A. (2024). Business-to-Business Marketing of Sustainable Suppliers: How Message Framing and Evidence Credibility Shape Buyer Trust and Commitment. Information Sciences and Technological Innovations, 27-42. https://doi.org/10.48314/isti.v1i1.53