Many studies have been conducted about consumers' so-called "green" purchase behaviors in Europe and North America. This study examines Hong Kong consumers' intention to buy environmentally friendly products. A model incorporating measures of the theory of planned behavior, self-identity, and past green-purchase behavior is adopted. A quota sample, in which 704 shoppers across several different districts were interviewed, was conducted. Regression analyses showed that both self-identity and past behavior had significant and independent effect on prediction of green purchase intention, in addition to the measures of the theory of planned behavior. After repeated experiences, intention to buy green products become based relatively more on a consumer's self-identity as a green person and relatively less on attitude toward green products and the social pressure related to green buying. Marketers should establish a clear image of environmentally conscious consumers and encourage product trials as a major promotional strategy. Policy makers should help build an atmosphere that makes green consumerism a socially desirable lifestyle.
Scopus Subject Areas
- Geography, Planning and Development
- Management, Monitoring, Policy and Law