The green dilemma: Reflections of a Generation Y consumer cohort on green purchase behaviour
Journal for Transdisciplinary Research in Southern Africa
| Field | Value | |
| Title | The green dilemma: Reflections of a Generation Y consumer cohort on green purchase behaviour | |
| Creator | Muposhi, A. Dhurup, M. Surujlal, J | |
| Description | 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. | |
| Publisher | AOSIS | |
| Date | 2015-12-31 | |
| Identifier | 10.4102/td.v11i3.64 | |
| Source | The Journal for Transdisciplinary Research in Southern Africa; Vol 11, No 3 (2015); 16 pags 2415-2005 1817-4434 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://td-sa.net/index.php/td/article/view/64/5
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