Opportunities for greenmarketing: young consumers
School of Journalism and Communication, Chinese University of Hong Kong,Shatin, Hong Kong
– The purpose of this paper is to identify important factors that affect Hong Kongadolescent consumers’ green purchasing behaviour.
– A total of 6,010 (2,975 males and 3,035 females) adolescents inHong Kong were recruited through multi-staged random sampling. They were surveyed on their greenpurchasing behaviour, environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behaviour, social inﬂuence and concern for self-image in environmental protection.
– Multiple regression analysis showed that social inﬂuence was the top predictor of Hong Kong adolescents’ green purchasing behaviour, followed by environmental concern as thesecond, concern for self-image in environmental protection as the third, and perceived environmentalresponsibility as the fourth top predictor.
– A major limitation of this study lies in the self-reportednature of the survey used. Future study should include some objective assessments (such asobservations or other-reported survey) of the subjects’ green purchasing behaviour.
– This paper is a useful source of information for international greenmarketers about what works and what does not in appealing to the young consumers in Hong Kong.
– This paper serves as a pioneer study to identify important factors in affectingyoung consumers’ green purchasing behaviour in the Hong Kong context. It offers practical guidelinesto international green marketers planning to target the Asian markets.
Hong Kong, Consumer behaviour, Green marketing, Adolescents, Individual psychology,Social responsibility
Since the 1980s, green marketing has gone through several stages. After a backlash inthe 1990s, green marketing made an upswing in the Western markets from 2000onwards (Ottman
, 2006). The force of “going-green” is now extending to the Asianregion, where environmental threats are alarming local governments and citizens.Although, Hong Kong aspires to become an Asian city with worldwide importance, itsenvironmental quality lags far behind its Western counterparts. Like many Asiancities, Hong Kong suffers from dangerously high levels of air pollution, poor waterquality, high levels of exposure to severe trafﬁc noise, high levels of garbage disposaland rapidly diminishing landﬁll space (Civic Exchange, 2007). Recently, thegovernment and citizens of Hong Kong have started to realise the seriousness of theenvironmental threats, and the hazardous economic and health problems which result(Chan, 2001). The society as a whole is more ready and willing than before to respondto appeals based on green issues. Emerging markets for environmental products,
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Opportunities forgreen marketing
Received January 2008Revised April 2008Accepted May 2008
Marketing Intelligence & PlanningVol. 26 No. 6, 2008pp. 573-586
Emerald Group Publishing Limited0263-4503DOI 10.1108/02634500810902839