Understanding buyer responses to supplier green certification in B2B markets: insights from interpersonal similarity and SOR framework

Purpose Drawing inferences from the interpersonal similarity theory and stimulus-organism-response paradigm, this study aims to examine how suppliers’ green certification influences the psychological and behavioral responses of environmentally conscious buyers in the business-to-business (B2B) markets. Design/methodology/approach The data from 305 supplier–buyer dyad samples were collected from the B2B market in China. The authors calculated the similarity in green thinking between suppliers and buyers using difference scores. Findings The results reveal that supplier green certification increases buyers’ cognitive and affective characteristics of buyers, which in turn increases green participation and green purchasing while decreasing green confusion. Environmentally conscious buyers exhibit varying buying behaviors based on their green thinking similarity with their corresponding suppliers. Originality/value This study provides a holistic understanding of the cognitive convergence between two business partners for green business. Hence, marketing managers should create similar (dissimilar) supplier–buyer pairs to boost firms’ green purchases.