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The green movement in newly industrialized countries often lags behind the West. While the green awareness has started to rise rapidly in some of these countries, the ability of attitudes to predict behaviour for environmentally sensitive products is questionable. A survey of 552 Hong Kong citizens was conducted to examine how consistent consumers’ actions were with their attitudes towards seven environmentally sensitive products. The results have shown that consumers’ environmental concern is not reflected in their purchasing behaviour. This calls for more education and initiative from both the government and businessmen to induce people to channel their attitudes into actions.