Predicting green purchase intention of Hong Kong consumers

Many studies have been conducted about consumers’ green purchase behaviors in Europe and North America. This study examines Hong Kong consumers’ intention to buy environmental friendly products. A model incorporating measures of the theory of planned behavior, self-identity and past green purchase behavior is adopted. An intercept sample of 704 shoppers across different districts was interviewed. The Government’s public announcement advertisement was perceived as important source of social influence for green purchase decision. Regression analyses showed that both self-identity and past behavior had significant and independent effect on prediction of green purchase intention. After repeated experiences, intention to buy green products become based relatively more on the salience of the identity for a consumer’s self-concept, and relatively less on attitude toward green products and the social pressure related to green buying. Implications of the study for marketers and policy makers are discussed.