Electronic Green Journal

This study investigates the key drivers and barriers affecting business-to-business (B2B) buyers’ adoption of green products. Drawing on a conceptual multilevel framework, it examines how access to sustainability information, environmental awareness, and effective green marketing help green procurement decisions. The analysis further highlights the influence of persuasive communication, social norms, and environmental consciousness on strengthening purchase intentions. In contrast, exessive costs, limited product availability, scepticism toward eco-labels, and insufficient information are identified as major obstacles. The findings underscore the dynamic interplay between enabling and inhibiting factors and suggest strategic pathways for businesses to promote sustainable procurement. This research contributes to the sustainability discourse by providing actionable insights for encouraging environmentally responsible purchasing in B2B contexts.