Antecedents of Sustainable Purchasing Intent in the Chemical Value Chain: Development of a Business-to-Business Sustainable Buying Behaviour (B2B-SBB) Model

Background: The transition towards a more sustainable global economy requires meaningful changes in the way organisations purchase products across industrial value chains. Whilst extensive research has explored sustainable consumption within the business-to-consumer (B2C) space, comparatively little research has examined the antecedents of sustainable purchasing intent within business-to-business (B2B) environments. Existing literature has predominantly focused on individual behavioural determinants, and has under-explored the organisational, informational and product-level antecedents that shape sustainable purchasing decisions within industrial contexts. Objectives: This research explores the antecedents of sustainable purchasing intent within the chemical and ingredients value chain, and develops a novel integrated framework, the Business-to-Business Sustainable Buying Behaviour (B2B-SBB) Model, capable of explaining sustainable purchasing intent within the B2B setting. Methods: An abductive, mixed-methods, single-case study design was adopted, set within the customer base of a global chemical and ingredient distributor. Twelve semi-structured interviews were conducted with purchasing professionals across six end-market segments, and a quantitative survey generated 57 complete responses from a global customer base. Qualitative data were analysed through thematic analysis, and quantitative data through descriptive statistics and Wilcoxon Signed Rank testing. Results: The findings indicate that organisational antecedents, including buying centre process and responsibilities, corporate sustainability commitments, and information flow, exert materially greater influence on B2B sustainable purchasing intent than individual behavioural antecedents. Product sustainability claim variables emerge as a distinct and material antecedent, with a strong and statistically significant preference for third-party assured claims over self-declared claims. A structural value–action gap is also observed between publicly stated sustainability commitments and observed purchasing behaviour. Conclusions: The findings indicate that sustainable purchasing intent within the B2B chemical value chain is best understood through an integrated framework combining individual, organisational, environmental, product sustainability and information-flow antecedents. The proposed B2B-SBB Model provides such a framework, and offers both theoretical extension of existing scholarship and practical application for organisations seeking to accelerate the adoption of more sustainable products within industrial value chains.