%0 Journal Article
%T Promoting Green Living by The Jockey Club Museum of Climate Change in Hong Kong | Kwan | International Journal of Marketing Studies | CCSE
%A Anthony Kong
%A Ming Kwan
%A Terry Lam
%J International Journal of Marketing Studies
%@ 1918-7203
%D 2019
%R 10.5539/ijms.v11n2p55
%X Using the case study of The Jockey Club Museum of Climate Change in Hong Kong, the purpose is to explore how museum can take part to promote green living.

Design/Methodology/Approach¡ªThis paper explores the contributions of The Jockey Club Museum of Climate Change as a means to increase environmental awareness for the society. The objectives of The Jockey Club Museum of Climate Change aimed at showing the importance of community involvement, advocating environmentally friendly education and nurturing visitors¡¯ moral obligation to engage in pro-environmental protection behavior. Authors conducted twenty-five in-depth semi-structured interviews with visitors so as to fully understand the influences brought by the museum.

Findings¡ªThe Jockey Club Museum of Climate Change was perceived by all of the study visitors as a meaningful, influencing and educative museum, which raised environmental awareness, upheld moral obligation to engage in environmental protection, and induced greater pro-environmental behavior. Based on the results, eight benefits are generated by The Jockey Club Museum of Climate Change to environmental protection for the entire globe.

Practical implications¡ªBased on the insights gained from visitors, eight positive influences are contributed by The Jockey Club Museum of Climate Change for nurturing visitors to adopt a green living in order to combat climate change. 

Originality/value¡ªThis paper urges for the importance of all communities, all business sectors, all kinds of organizations and governments to engage in environmental protection for sustainable development. The aim of such an episode is to arouse all the communities, business sectors, organizations, museums, educational institutions and countries to promote and adopt green living so as to combat climate change
%U http://www.ccsenet.org/journal/index.php/ijms/article/view/0/39528