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

Purpose The purpose of this paper is to draw on social dilemma theory and reference group theory to explain the attitude‐behavior inconsistency in environmental consumerism. This research seeks to better understand why, despite concern towards the environment (attitude), consumers fail to purchase environmentally friendly or green products (behavior). Design/methodology/approach A survey instrument was developed that used scales to measure eight independent and one dependent variable. In addition, socio‐demographic data were also collected about the study participants. To discriminate between green and non‐green buyers, classification with discriminant analysis was used. Findings The framework presented…