2.9. Positive effect of customer pressure on green purchasing
Customers increasingly express concerns with environmental
impact and
consumers with growing environmental concerns have strong
influence on firms. Quinn and Von Hipple
suggest customer demands significantly drive organizational
innovation and change. Customer requirements influence firms'
purchasing and should be taken seriously. Customer
pressure is a key antecedent of firms' decisions to adopt innovations
, and can motivate firms to adopt
environmental practices and improve their environmental performance
. Therefore, firms
face pressure to implement environmental management systems
and select pollution prevention technologies in
response to customer concerns.
Customers directly impact firms' environmental purchasing
activities. Customer demand and pressure for suppliers to go
green can facilitate environmental purchasing activities such as
evaluating environmentally friendly products and packaging, reducing
packaging material, and performing product environmental
design. Carter and Jennings also
propose that customer pressure significantly relates to the involvement
of purchasing function in corporate social responsibility.
H8. Buying firms' adoption of green purchasing increases with
customer pressure.