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Keywords: Green thinking
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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (7): 1491–1506.
Published: 01 August 2025
... conscious buyers in the business-to-business (B2B) markets. Design/methodology/approach The data from 305 supplier–buyer dyad samples were collected from the B2B market in China. The authors calculated the similarity in green thinking between suppliers and buyers using difference scores. Findings...
