Project description
With this research we want to contribute to the development of effective B2B marketing and communication strategies for suppliers (SMEs) in order to make more sustainable options more attractive to their customers. We want to do this primarily by gaining more insight into customer purchasing behavior: the attitudes of B2B customers towards sustainability, which sustainability criteria are important, what barriers/drivers they have when making sustainable purchasing decisions.
We will also examine the supplier side, including analysis of existing communication and marketing strategies related to sustainability and the extent to which sustainability can be leveraged as a competitive advantage. We will explore how these insights can be integrated into B2B marketing and communication initiatives, with the goal of persuading customers to make more sustainable purchasing decisions. This research will focus primarily on the foodservice sector.