Scribd Logo
Upload

Welcome to Scribd!

  • Opportunities For Green Marketing Young Consumers

    Uploaded by

    Ríshãbh Jåíñ
    271 views2 pages
    green maarketing information

    Original Title

    Opportunities for Green Marketing Young Consumers

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    green maarketing information

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    271 views2 pages

    Opportunities For Green Marketing Young Consumers

    Uploaded by

    Ríshãbh Jåíñ
    green maarketing information

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 2

    Opportunities for green marketing: young

    consumers
    Author(s):
    Kaman Lee (School of Journalism and Communication, Chinese University
    of Hong Kong, Shatin, Hong Kong)

    Abstract:
    Purpose
    – The purpose of this paper is to identify important factors that affect Hong
    Kong adolescent consumers' green purchasing behaviour.

    Design/methodology/approach
    – A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong
    Kong were recruited through multi‐staged random sampling. They were
    surveyed on their green purchasing 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.

    Findings
    – Multiple regression analysis showed that social influence was the top
    predictor of Hong Kong adolescents' green purchasing behaviour, followed
    by environmental concern as the second, concern for self‐image in
    environmental protection as the third, and perceived environmental
    responsibility as the fourth top predictor.

    Research limitations/implications
    – A major limitation of this study lies in the self‐reported nature of the
    survey used. Future study should include some objective assessments
    (such as observations or other‐reported survey) of the subjects' green
    purchasing behaviour.

    Practical implications
    – This paper is a useful source of information for international green
    marketers about what works and what does not in appealing to the young
    consumers in Hong Kong.

    Originality/value
    – This paper serves as a pioneer study to identify important factors in
    affecting young consumers' green purchasing behaviour in the Hong Kong
    context. It offers practical guidelines to international green marketers
    planning to target the Asian markets.

    Keywords:
    Hong Kong, Consumer behaviour, Green
    marketing, Adolescents, Individual psychology, Social responsibility
    Type:
    Research paper

    Publisher:
    Emerald Group Publishing Limited

    Copyright:
    © Emerald Group Publishing Limited 2008
    Published by Emerald Group Publishing Limited

    Citation:
    Kaman Lee, (2008) "Opportunities for green marketing: young
    consumers", Marketing Intelligence & Planning, Vol. 26 Issue: 6, pp.573-
    586, https://doi.org/10.1108/02634500810902839

    Downloads:
    The fulltext of this document has been downloaded 22886 times since
    2013

    You might also like