Influence of Buyer Attitudes on the Organization’s Green Buying

Given that environmentally sustainable strategies are now taking centre-stage in many organizations, increasing attention has been called to the link between marketing and operations in assuring such sustainability objectives (Sharma et al. 2010). While prior research has focused on environmental sustainability in terms of more abstract corporate strategy and performance objectives, less attention has been focused on the manager’s values in driving the organization’s focus and objectives on sustainability. Thus, even though research has often called attention to the strategic importance of purchasing to the firm’s long-term objectives, competitive positioning and performance (Carr and Pearson 2002; Sheth, Sharma and Iyer 2009), managerial influence on green buying has not obtained the attention it deserves. It cannot be denied that green products are often the result of procurement of green raw materials and components. Therefore, the strategic impacts of purchasing processes and practices on environmental sustainability need to be acknowledged. In this research, we explore the influence of the purchasing manager on the organization’s green buying policies.