The green dilemma: Reflections of a Generation Y consumer cohort on green purchase behaviour
Abstract
Green consumerism has garnered much scholarly interest in recent years. However,
research on the influence of the Social Dilemma Theory (SDT) on green purchase
behaviour has been scarce. Using data generated from sixteen in-depth-interviews, the
present study identified perceived efficacy, perceived cost, in-group and self-identity,
trust and peer influence as the main antecedents of SDT that influence green purchase
behaviour. The findings of the study imply that to promote and institutionalise green
purchase behaviour, marketers need to enhance perceived efficacy, trust in green
products, reduce perceived cost, align green products with the consumers’ sought image
and utilise peer networks when structuring green marketing messages.