Many studies have been conducted about consumers' so-called “green” purchase behaviors in Europe and North America. This study examines Hong Kong consumers' intention to buy environmentally friendly products. A model incorporating measures of the theory of planned behavior, self-identity, and past greenpurchase behavior is adopted. A quota sample, in which 704 shoppers across several different districts were interviewed, was conducted. Regression analyses showed that both self-identity and past behavior had significant and independent effect on prediction of green purchase intention, in addition to the measures of the theory of planned behavior. After repeated experiences, intention to buy green products become based relatively more on a consumer's self-identity as a green person and relatively less on attitude toward green products and the social pressure related to green buying. Marketers should establish a clear image of environmentally conscious consumers and encourage product trials as a major promotional strategy. Policy makers should help build an atmosphere that makes green consumerism a socially desirable lifestyle.

Chemicals have become an integral part of human life today and contribute to many basic needs. In recent years there has been an increase in the number, variety, and complexity of chemicals being used in industry and in our daily lives. Many of these chemicals are toxic, explosive, and/or reactive, thus posing a potential hazard to humans, other life forms, and the environment. Extensive use of such chemicals, while essential for a better quality of life, can result in certain adverse effects that may be immediate or may be visible over a period of time. The problem needs to be addressed with a view to providing a better environment for future generations. We need to adopt a preventive approach— “prevention is better than cure”—especially in the management of hazardous and toxic chemicals.