Perceived Strategic Green Marketing Orientation and Buyer–Supplier Relational Outcomes: Evidence From Small‐ and Medium‐Sized Enterprises

Abstract

As sustainability becomes increasingly central to business relationships, firms are under growing pressure to demonstrate credible environmental commitment. This study examines how perceived strategic green marketing orientation (PSGMO) relates to buyer–supplier relational outcomes among small‐ and medium‐sized enterprises (SMEs). Drawing on trust–commitment theory, we propose that PSGMO is associated with willingness to pay (WTP), positive word‐of‐mouth (WOM) and propensity to stay through trust and commitment. Using cross‐sectional survey data from 388 US‐based SME owner–managers and moderated mediation analyses via Hayes PROCESS models, we find that PSGMO is directly associated with WTP and WOM, while its relationship with propensity to stay is mediated by trust and commitment. Further, commitment‐based indirect relationships are stronger among more religious executives when conservatism is low. The study extends trust–commitment theory by showing how PSGMO influences relational outcomes and offers guidance for suppliers adopting sustainability‐oriented positioning.