Moving markets towards climate change for sustainable development: Comprehending strategic insights for efficient marketing communication

Abstract

How businesses see climate change in B2B marketplaces changes quickly as they realize how critical environmental concerns affect their operations, reputation, and profitability. This study investigates the role of EMS and SS in enhancing B2B markets' perception of climate change using marketing communication. The theoretical framework was based on the Stimuli-Organism-Response (S-O-R) theory, which posits that environmental stimuli influence cognitive processes and lead to behavioral responses. The study employed a quantitative approach using structural equation modeling (SEM) to analyze the data collected from 277 participants. The findings showed that marketing communication directly affects B2B markets' perception of climate change.