Psychographics of Ecofriendly B2B Buyers


To inform the marketing messaging for a B2B eco-friendly straw and cutlery brand by obtaining a psychographic profile of B2B purchasers who make sustainable/eco-friendly buying decisions on behalf of their company, including what drives these buyers to make sustainable purchases for their businesses, what barriers might prevent them from switching to an eco-friendly product and any general attitudes they might have related to their role in sustainability.

Early Findings

Availability of Information

  • Initial research indicates that there is limited, publicly available information on B2B buyers of eco-friendly products.
  • A September 2019 report by Uppsala University corroborates this finding, by stating that "while environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research in business-to-business (B2B) contexts is still scarce."
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals of this research.
  • However, the research team identified two reports that provided useful, initial findings related to the profile of B2B purchasers who make sustainable/eco-friendly buying decisions on behalf of their company. Key findings from these reports are detailed below

2019 Demand Gen Report

2019 Uppsala University Green Brand Equity Study

  • In parallel, a September 2019 research study by Uppsala University revealed more context into the psychographic profile of buyers who make sustainable purchases for their businesses, including what drives such purchases.
  • While the research confirmed that B2B purchase decisions are "mainly rational and financially driven," it also found that "emotional factors" impact these decisions "to a greater extent than previously known."
  • Notably, the reserach found that corporate buyer decisions were influenced by larger company policies related to environmentalism.
  • In parallel, professional buyers ' personal opinions on sustainability and environmentalism (in either direction) were shown to influence their purchase decisions both in a professional and personal capacity.
  • Perhaps more notably, buyer's personal support of environmentalism was "noticeable" in their B2B buying decisions, even in cases where their company did not promote formal policies around environmental sustainability.

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