文章基本信息

标题：The green dilemma: Reflections of a Generation Y consumer cohort on green purchase behaviour
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作者：A. Muposhi ; M. Dhurup ; J Surujlal 等
期刊名称：The Journal for Transdisciplinary Research in Southern Africa
印刷版ISSN：1817-4434
电子版ISSN：2415-2005
出版年度：2015
卷号：11
期号：4
页码：16-31
DOI：10.4102/td.v11i3.64
出版社：AOSIS
摘要：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.
关键词：green purchase behaviour; self-efficacy; SDT; peer influence; Generation Y