ABSTRACT
There is growing evidence that firms are becoming more concerned about how their activities affect the natural environment. The growing number of firms that are modifying their products or implementing environmental management systems is one indication of this increasing environmental concern. This chapter examines the organisational purchase of one environmental straight rebuy product and provide some insights that may assist marketers of products with environmental attributes in being more effective. The examination of purchasing agents' (PAs') attitudes and perceptions towards the purchase of recycled paper products has several advantages: these products tend to be straight rebuying purchases; they tend to have a similar buying centre structure; and PAs have a majority of the influence in the purchase of supplies, such as recycled paper. While managers are becoming more environmentally aware, there has been limited research examining organisational environmental purchasing behavior.
