The Research on the Impact of Customers on the Firms’ Green Behaviors

With the deterioration of the natural environment, how to promote the firms’ green behaviors has become an important topic. The study examined the impact of customers on the firms’ green behaviors. Then, we conducted empirical tests on the Chinese-listed companies. It has been found that green customers positively promote the firms’ green behaviors. Meanwhile, the assets liability ratio and the polluted industry strengthen the impact of customers on the firms’ green behaviors. This study makes suggestions that the government can drive the green development of the overall supply chain by providing support to customer-side firms.