The market potential of environmental clothing products in the Hong Kong retail industry

Pao Yue-kong Library Electronic Theses Database

The market potential of environmental clothing products in the Hong Kong retail industry


Author: Wong, Jenny
Title: The market potential of environmental clothing products in the Hong Kong retail industry
Degree: M.A.
Year: 2000
Subject: Clothing trade -- China -- Hong Kong
Retail trade -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: 54, [5], xvi p. : ill. ; 30 cm
Language: English
Abstract: The aim of this project was to explore the potential of environmentally friendly clothing consumption in Hong Kong. The factors which were believed to have an effect on environmental consumption, such as environmental attitudes, environmental textile and clothing knowledge, perceived consumer effectiveness, product attributes, and environmental marketing, were used to investigate the market potential. Respondents were 112 students of The Hong Kong Polytechnic University, who were moderately aware of environmental protection but did not change their consumption patterns. They were willing to buy environmentally friendly clothing products only it they did not have to pay additional money. This study supported previous findings that environmental attitudes and environmental consumption were positively correlated. The respondents believed that their effort could not help to improve the environment. Results also indicated that environmental knowledge moderately influenced their clothing choice and consumption. They were willing to avoid buying clothing from companies that caused environmental pollution and were willing to donate money to environmental organizations. Green marketing efforts were proposed to encourage environmental clothing consumption in the Hong Kong retail sector.

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