Gender differences in Hong Kong adolescent consumers' green purchasing behavior

Datos Bibliográficos

ID23334392
AutoresKaman Lee (0000-0001-5218-3644, Chinese University of Hong Kong, autor de correspondencia)
Año2009
Volumen26
Número2
Páginas87-96
Fecha de publicación2009-03-20
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaJournal of Consumer Marketing (JOURNAL)
Identificadores de la revistaISSN: 0736-3761 • E-ISSN: 2052-1200
EditorialEmerald (PUBLISHER)
DOI10.1108/07363760910940456
OpenAlexW1982602479
IdiomaEN
Citas recibidas73
Referencias citadas41

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.

Advertising · Business · Green Marketing · Originality · Political science · Public relations · Purchasing · Seriousness · Social responsibility · Behavioral Health and Interventions · Environmental Education and Sustainability · Environmental Sustainability in Business · Marketing · Psychology · Social Psychology