The Influence of Corporate Reputation on Preference for Biodiesel Supplier

Abstract

This study investigated the influence of three corporate reputation dimensions: product quality, social responsibility, and overall attitude toward corporate reputation on the buying intentions of professional buyers. The buyers considered the purchase of an environmentally friendly industrial commodity: biodiesel. Data was gathered from a sample of 96 experienced fleet management staff who were knowledgeable about the product. The findings were that corporate reputation for product quality and social responsibility were significant positive influences on buyer intent but not overall attitude towards the corporate reputation. Perceived risk had no significant effect neither as a direct or moderating influence. The results are thought to be generalizable to the class of purchases where there is performance uncertainty because of new “green” technology and thus corporate reputation should play a role in the decision process.