Differences in sustainability orientation and asymmetric power in buyer–seller relationships: direct and moderated impacts on relationship satisfaction

Purpose This research aims to address the knowledge gaps in determining factors affecting relationship satisfaction in buyer–seller relationships, with a specific focus on sustainability orientation and asymmetric power dynamics. Design/methodology/approach Drawing upon the Social Exchange Theory (SET) and using a sample of 436 US-based companies, this research uses structural equation modelling to investigate the impact of sustainability orientation and asymmetric power on relationship satisfaction within these relationships. Furthermore, this research explores the moderating role of asymmetric power in the connection between differences in sustainability orientation and relationship satisfaction. Findings The results uncover a significant negative association between the extent of divergence in sustainability orientation between buyers and sellers and the level of relationship satisfaction. Notably, asymmetric power in buyer–seller relationships positively moderates the influence of sustainability orientation differences on relationship satisfaction. Originality/value This research sheds light on the increasingly vital issue of sustainability orientation in buyer–seller relationships by enhancing our understanding of asymmetric power’s role in shaping relationship satisfaction within business-to-business relationships.