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Clean and sustainable energy becomes an alternative to differentiate electricity suppliers, but it is necessary to have a better understanding of their behaviour to achieve green customer loyalty. This paper aims to deploy a behavioural model that helps explain loyalty of customers towards green electricity providers by including a series of antecedents such as trust, satisfaction, perceived environmental impact, propensity to trust and perceived risk.

The paper deploys a behavioural model that it is tested through structural equation modelling to a sample of 231 German electricity consumers with green contracts. The data analysis included two steps: first, the development and validation of the scales used to measure the constructs proposed in the model, and second, the model test.

Results demonstrate that trust and satisfaction directly influence loyalty, while satisfaction and the other variables included in the model have an indirect relationship with loyalty mediated by trust and satisfaction. As green characteristics of electricity are difficult to evaluate, managers should demonstrate in their communication the environmental effects of their activities while emphasising their capacity to attend to supply requirements for building long-term customer relationships.

The paper is focused on the understanding of those consumers who have signed a green electricity contract and the antecedents associated to their loyalty. The behavioural model helps identify how managers should apply marketing strategies to foster green consumers loyalty.

This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting buyer and seller information is essential to understand business-to-business interaction better. Buyer’s and seller’s perspective integration is significant for stakeholders to develop proper strategies to achieve customer brand engagement.

This study uses a structural equation model to examine the antecedents of customer brand engagement from the buyer’s perspective; then, the result is compared with the seller’s view by conducting an analytical hierarchy process. The authors exercise 140 valid data from the buyer’s industry and 9 experts from the seller’s industry.

This study finds that in developing customer brand engagement, rational brand quality is the most influential from the buyer’s view and top priority from the seller’s view. Surprisingly, both parties have different perspectives about the second and third priorities. The buyers put emotional brand associations as a second priority; perceived value is meaningless and insignificant. On the contrary, the sellers set the perceived value as the second priority and emotional brand associations as the last.

The respondents from the buyer industry cover various industries, and the research is limited to the buyer and the seller in the chemical polymer emulsion market, a market where product quality and application quality on the buyers’ side are essential and where the buyer–seller interaction is intense. Replicating the study in other industries and cultural backgrounds is recommended for generalization.

The paper’s novelty is that there are different priorities and perspectives from the buyer’s and the seller’s views. This study contributes to industrial brand engagement research studies. Investigation of the buyer’s and the seller’s perspectives in industrial brand engagement research studies is still limited.

This paper aims to investigate which network relationships foster the early development of a sustainable new venture (SNV) and how sustainability as the core characteristic of the new venture shapes those network relationships.

This paper relies on a qualitative approach. The primary data source is 25 interviews with 18 key informants of 15 Italian SNVs. The fashion industry is the empirical setting due to its negative environmental and social impacts and shifts toward sustainability during the past decade.

The paper identifies six types of network relationships that affect the development of fashion SNVs. It proposes sustainability-enhanced and sustainability-enabled network relationships and relates them to trust and legitimation in the network.

The study enriches the theoretical debate on networks, new ventures and sustainability by dealing with the case of SNVs in a traditional sector. This paper presents managerial implications for entrepreneurs and policymakers.

This paper contributes to the debate on society’s sustainable development by emphasizing how networks can affect the growth of SNVs.

This paper fills a research gap in a novel manner. The paper contributes to the recent debate on new ventures and sustainability from the market as network approach. It identifies relevant networks, their contribution and the role of sustainability. The study refers to SNVs in traditional nontechnological industries.