Sustainable development encompasses two basic considerations in Ireland. First, development must not deplete the national resource base. This is particularly crucial in Ireland because international trade significantly depends on our “green image,” and both tourism and the food industry are highly dependent on a quality environment. Second, economic growth must find a balance and harmony with environmental protection by using resources more efficiently, with less harmful impacts on the environment. A collaborative project is being conducted by the University of Limerick, Ireland together with the major local government agencies in the Mid-West of Ireland [Limerick County Council, Limerick Corporation, Clare County Council, Tipperary (North Riding) County Council and the Mid-Western Regional Authority] to promote sustainable development in the region. This is being achieved through the promotion of public participation and involvement, the development of a range of indicators for the most crucial factors pertaining to sustainable development, and the implementation of a Local Agenda 21 programme in the region.

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.