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 contributes to the environmental consumerism literature by framing the attitude-behavior gap as a social dilemma and draws on reference group theory to identify individual factors to help understand the gap and suggest ways in which to bridge it. Results from the study reveal that several characteristics of the individual -trust, in-group identity, expectation of others' cooperation and perceived efficacywere significant in differentiating between "non-green" and "green" buyers. Practical implications -The results of the study offer several managerial implications. First, marketers should reinforce the role trust plays in solidifying collective action. Second, because of the strong influence of reference groups in green buying, marketing communications managers should use spokespeople who are relatable. Third, the study showed that expectation of others' cooperation significantly identifies green buyers. Fourth, to address the perception of personal efficacy, it is important that green marketers emphasize the difference that individual action makes for the collective good. Originality/value -The research draws on both social dilemma and reference group theories to investigate the determinants of and the mechanisms to explain the rationale behind the attitude-behavior gap as it pertains to a specific environmental issue -energy conservation.

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Purpose -Aims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint. Design/methodology/approach -A telephone survey was conducted to determine the extent to which husbands influenced the purchase of household paint. Hispanic and Anglo responses were compared. Additional data were collected to determine the level of acculturation of the consumer. Findings -The findings indicate no difference between Hispanic and Anglo patterns. There was also no difference between Hispanics high in acculturation (HHIA) and Hispanics low in acculturation (HLIA) in male dominance of purchase decisions. Research limitations/implications -One of the limitations of the study deals with the newest immigrants. Those Hispanics who have recently immigrated may not have an established address or telephone number, so this group may not be adequately represented. Practical implications -In determining influence for paint-related products, gender may be a better segmentation factor than level of acculturation. Originality/value -The results of this study are contrary to prior research. Perhaps, as suggested by Belch and Willis, men are losing their influence in purchase decisions owing to the internal changes that have occurred over time in US families. A strong contribution that this study makes to the current consumer acculturation research is that one should not make general statements about Hispanics and the acculturation process.

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