Purpose – The present research aims to revisit the relationships between buyer dependence on suppliers, relational norms between two parties in a buyer-supplier dyad, and a buyer's tendency to either engage in opportunistic behaviors or comply with a supplier's request as an exception...

Introduction -- Green Innovation in the B2B Context -- B2B Innovation Adoption and Diffusion -- Research Design and Methodology -- Exploring why and how B2B Buyers Adopt Bioplastics -- Investigating Relevant Factors in Business Adoption of Bioplastics -- Developing a Diffusion Model for emerging...