The chemical sector accounts for almost 6% of global greenhouse gas emissions and substantial resource use, contributing to climate change and related social and environmental crises. It is therefore key that organisations in this space understand both how they are able to mitigate these impacts and to facilitate a transition to more sustainable materials and technologies through the value chain.

The purpose of this study has been to test the impacts of individual, organisational and product-claim variables on business-to-business (B2B) buyer sustainable purchasing behavior intent, an important factor in driving adoption of more sustainable materials. Underpinned by the theory of planned behaviour, the organisation buying behavior model and product claim variables of self-declared vs. third-party assured product sustainability claims, the research tests the key antecedents for intended sustainable purchasing behavior in the chemical and ingredient value chain.

Contrary to the underpinning theory of planned behavior, the research finds that individual variables including perceived behavioural control and subjective norms had little impact on B2B sustainable purchasing intent. The research also finds that participants do broadly find all product sustainability claims useful but have a notable preference for third-party assured claims. The most substantial findings, however, are on the importance of organisational variables on sustainable purchasing intent where themes identified include the buying centre, corporate function, and broader environmental factors as areas that all have the potential to support or detract from sustainable purchasing intent of B2B buyers.

A novel model titled “The Business-to-Business Sustainable Buying Behaviour Model” (B2B-SBB) is presented as a result of the research recommendations alongside guidance for business implementation.