Hong Kong and China : Emerging Markets for Environmental Products and Technologies

Although unprecedented economic development in the Chinese societies of East Asia has raised global concerns about the natural environment, little is known about consumer or corporate environmentalism in Greater China. A research initiative employing multiple methods recently examined sustainable development issues in Hong Kong and China. An ethnographic study which incorporated data from a longitudinal survey of espoused attitudes and consumer behaviour is reported here. This study extended previous efforts to benchmark Hong Kong against the USA and found support for a convergence theory of environmentalism. Green marketing opportunities are elaborated by framing the empirical findings in the context of Chinese cultural values and institutional factors. The roles of state intervention, market forces, Confucian and Taoist ethics, ISO 14000 certification, biomimetic process innovations and environmental technology transfer are considered in terms of nurturing green business in Greater China, © 1997 Elsevier Science Ltd.