Opportunities for green marketing: young consumers

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…