Dr. NG Chi Ho, MarkMarkDr. NG Chi HoDr. LAW Chui Chui, MonicaMonicaDr. LAW Chui Chui2018-02-132018-02-132015Asian Journal of Business Research, 2015, vol. 5(2), pp. 1-17.1178-89332463-4522http://hdl.handle.net/20.500.11861/4982Open accessWith China’s rapid economic development in recent years, a number of environmental problems have surfaced. More educated Chinese consumers are becoming concerned about the adverse environmental impacts of their consumption activities. Thus, the Chinese market for green products has been growing substantially, and research study of Chinese consumers’ green buying behaviours is important. This study was conducted in Hong Kong among 457 respondents to examine their environmental attitudes and green buying behaviours. The responses were analyzed by descriptive statistics, reliability analysis, and partial least square structural equation modeling (PLS-SEM). A model is proposed that depicts the influence of consumers’ environmental attitudes, environmental concern, perceived environmental responsibility, and perceived effectiveness on green purchase behaviour. The results demonstrate that consumers’ perceived environmental responsibility and perceived effectiveness of environmental protection play important roles in promoting their attitudes toward and intention of buying environmentally friendly products. Perceived environmental responsibility also fully mediates the relationship between consumers’ environmental concern and their intention of buying eco-friendly products. Finally, the current research supports the view that Generation X consumers put stronger emphasis on the effectiveness of their actions in proenvironmental consumption. The findings contribute to the literature on green marketing and have implications for conducting green marketing in Hong Kong and China.enGreen MarketingPerceived Environmental ResponsibilityPerceived Environmental EffectivenessEnvironmental ConcernEnvironmental AttitudePeer Reviewed Journal Article10.14707/ajbr.150013