Original Research

The green dilemma: Reflections of a Generation Y consumer cohort on green purchase behaviour

A. Muposhi, M. Dhurup, J Surujlal
The Journal for Transdisciplinary Research in Southern Africa | Vol 11, No 3 | a64 | DOI: https://doi.org/10.4102/td.v11i3.64 | © 2015 A. Muposhi, M. Dhurup, J Surujlal | This work is licensed under CC Attribution 4.0
Submitted: 25 February 2016 | Published: 31 December 2015

About the author(s)

A. Muposhi, Department of Marketing and Sport Management Vaal University of Technology, Vanderbijlpark, South Africa
M. Dhurup, Faculty of Management Sciences, Vaal University of Technology, South Africa
J Surujlal, North-West University (Vaal Campus), Vanderbijlpark, South Africa

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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.


green purchase behaviour; self-efficacy; SDT; peer influence; Generation Y


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Crossref Citations

1. “Do as I say, not as I do” - a systematic literature review on the attitude-behaviour gap towards sustainable consumption of Generation Y
J P Bernardes, F Ferreira, A D Marques, M Nogueira
IOP Conference Series: Materials Science and Engineering  vol: 459  first page: 012089  year: 2018  
doi: 10.1088/1757-899X/459/1/012089