Gender differences in Hong Kong adolescent consumers' green purchasing behavior
Publication in refereed journal

香港中文大學研究人員

其它資訊
摘要Purpose - This paper aims to examine how gender differs in environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, peer influence, self identity in environmental protection and green purchasing behavior in Hong Kong adolescent consumers. 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. Surveys were distributed through 48 high schools in Hong Kong. Findings - Female adolescents scored significantly higher in environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, peer influence and green purchasing behavior than male adolescents in Hong Kong. In contrast, male adolescents' average score on self-identity in environmental protection was significantly higher than that of the female adolescents. Research limitations/implications - A major limitation lies in the self-reported nature of survey used in the study. Future study should include some objective assessments (such as observations or other-reported survey) of the subjects' green purchasing and environmental behaviors. Practical implications - This study should provide a useful source of information for international green marketers in Hong Kong. Hong Kong female adolescents constitute a potentially good market for green products. Marketing messages targeting this group should use emotional appeals, emphasize individual responsibility to protect the environment, and facilitate peer networking to spread good word-of-mouth. Originality/value - This paper offers practical guidelines to international green marketers who are planning to target the Asian markets. © Emerald Group Publishing Limited.
著者Lee K.
期刊名稱Journal of Consumer Marketing
詳細描述26(2).
出版年份2009
月份3
日期20
卷號26
期次2
出版社Emerald Group Publishing Ltd.
出版地United Kingdom
頁次87 - 96
國際標準期刊號0736-3761
電子國際標準期刊號2052-1200
語言英式英語
關鍵詞Adolescents, Consumers, Gender, Green marketing, Hong Kong

上次更新時間 2019-17-05 於 04:32