Sustainable Packaging as a Marketing Strategy in B2B: How Eco Branding Influences Buying Behavior in Industrial Markets

Abstract

The thesis aims to provide information on the role of sustainable packaging in shaping buyer perception and supplier selection decisions in B2B markets. The topic was chosen by the author due to its growing relevance in today’s industrial supply chains. Sustainability has moved from a secondary concern to a strategic priority. Since environmental regulations are increasing and ESG expectations are growing, companies are no longer just optimizing costs, but also reconsidering whom they work with based on environmental performance, which includes packaging practices. So far sustainable packaging has only been in the conversation and a branding concept within B2C supply chain. Its impact on B2B procurement has been less explored. Most of the research in the field of communication focuses on general CSR reporting and consumer preferences (Morselletto 2019; Corti 2016). A notable research gap is the lack of knowledge in how industrial buyers perceive sustainable development at the packaging level and how this influences trust in suppliers, buying behavior and the willingness to pay a premium. To solve this, the research question was formulated as follows: “How does sustainable packaging influence industrial buyers’ perceptions and supplier selection decisions in B2B markets?”. Qualitative tools, such as in-depth expert interviews (Mayring, 2014), were limited due to the authors full-time internship. Therefore, a quantitative approach to research was considered appropriate and dictated a more generalizable approach. An online survey was structured, to access professionals with procurement, marketing, sustainability and executive background. More than 130 companies, across industries, were reached out. The responses were analyzed with descriptive statistics. To ensure a better overview of the responses, job functions were clustered according to their similarity, which eventually made further analysis easier. The Survey concentrated on perceived sustainability importance, willingness to pay more for sustainability, branding impact. Results demonstrate that respondents hold an overall positive attitude towards sustainable packaging, however it doesn’t necessarily mean that it is directly connected to supplier selection. From the findings, seven management implications, according to cluster, are offered as well as research implications. This research helps to further differentiate ecobranding in industry contexts and assists companies in incorporating sustainability in their procurement strategy and brand positioning simultaneously.

Date of Award	2025
Original language	English
Supervisor	Harald Josef Hammer (Supervisor)