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Theoretical and empirical evidence from the environmental psychology and related literatures are used to develop a model for explaining consumers’ willingness to perform environmentally friendly behaviour. Environmental concern and perceived psychological consequences of environmentally friendly behaviour are posited as key determinants of willingness. Hypothesized antecedents of these are also included in the model, which is tested using structural equation modelling on data from a sample of 232 consumers collected in the Eastern Province of Saudi Arabia. The results indicate that the key determinant of willingness is perceived psychological consequences, which in turn is significantly determined by past behaviour. A hypothesized effect of environmental concern on willingness is not significant, although concern is itself significantly determined by perceived psychological consequences. Other positive determinants of concern are environmental knowledge and perceived seriousness of threats to the global environment. Substantive and methodological implications of the findings are outlined and discussed.

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Relationship satisfaction and commitment are two key constructs in the evolving paradigm of relationship marketing in business‐to‐business markets, and a substantial and growing literature exists on their antecedents and consequences, especially within the context of supplier‐retailer relationships. However, relatively little research has examined these constructs within the context of supplier‐manufacturing firm relationships in general, and foreign supplier‐manufacturing firm relationships in particular. Even fewer studies have examined the effects of suppliers’ marketing program variables on relationship satisfaction and commitment in such contexts. The author examines how foreign suppliers’ marketing program variables affect Saudi industrial buyers’ satisfaction and commitment to long‐term relationships with the suppliers. Results of a survey conducted among buyers for manufacturing establishments in the Eastern Province of Saudi Arabia indicate that only the product and price‐related variables of foreign suppliers’ marketing program variables are significantly related to the buyers’ relationship satisfaction and commitment. Theoretical and managerial implications of the findings are outlined and discussed.