Search results

This study aimed to develop an integrative model that comprehensively explores the antecedents of pro-environmental intentions in young people. The study follows customer value theory (CVT) and the theoretical framework of the theory of planned behaviour (TPB).

Data was obtained from a field survey of two secondary schools in Hong Kong. A total of 279 young people (age range: 10–12 years old; 53.8% males) were recruited to complete the survey. Smart-PLS 3 was used to test the research model with partial least squares structural equation modelling.

The findings provided empirical evidence that the perceived values of children regarding environmentalism play an essential role in developing pro-environmental attitudes and behavioural intentions, such as recycling intention and conservation intention. The results support the utility of TPB for its adoption of attitude and behavioural intention as key components of the model. The use of CVT showed that three dimensions of young people’s perceived values, namely, emotional value, functional value and relational value, predict a pro-environmental attitude, while attitude predicts recycling intention and conservation intention.

This study offers crucial insight for schools and the Education Bureau of the Hong Kong Special Administration Region government, who are focussed on spurring the perceived values, attitudes and behavioural intentions of young people towards environmentalism. This study shows that young people’s emotional values, functional values and relational values are important for transforming pro-environmental attitudes into behavioural intentions in young people.

This study measured the impact of young people’s perceived values on pro-environmental intentions. Few studies address how perceived values affect young people’s pro-environmental behaviour. This study integrates CVT and TPB to explore the source of young people’s pro-environmental intentions.

This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness.

A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square.

The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention.

This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry.

This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.