To buy or not to buy? A social dilemma perspective on green buying

摘要

Purpose - The purpose of this paper is to draw on social dilemma theory and reference group theory to explain the attitude-behavior inconsistency inrnenvironmental consumerism. This research seeks to better understand why, despite concern towards the environment (attitude), consumers fail tornpurchase environmentally friendly or green products (behavior).rnDesign/methodology/approach - A survey instrument was developed that used scales to measure eight independent and one dependent variable.rnIn addition, socio-demographic data were also collected about the study participants. To discriminate between green and non-green buyers,rnclassification with discriminant analysis was used.rnFindings - The framework presented contributes to the environmental consumerism literature by framing the attitude-behavior gap as a socialrndilemma and draws on reference group theory to identify individual factors to help understand the gap and suggest ways in which to bridge it. Resultsrnfrom the study reveal that several characteristics of the individual - trust, in-group identity, expectation of others' cooperation and perceived efficacy -rnwere significant in differentiating between "non-green" and "green" buyers.rnPractical implications - The results of the study offer several managerial implications. First, marketers should reinforce the role trust plays inrnsolidifying collective action. Second, because of the strong influence of reference groups in green buying, marketing communications managers shouldrnuse spokespeople who are relatable. Third, the study showed that expectation of others' cooperation significantly identifies green buyers. Fourth, tornaddress the perception of personal efficacy, it is important that green marketers emphasize the difference that individual action makes for the collectiverngood.rnOriginality/value - The research draws on both social dilemma and reference group theories to investigate the determinants of and the mechanismsrnto explain the rationale behind the attitude-behavior gap as it pertains to a specific environmental issue - energy conservation.