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Sustainable consumption encompasses purchases that are intrinsically green, fairly traded products from a developing country, products that are organically grown, products that are against animal testing, and so forth. As such, the choice of sustainable consumption reflects/conveys not only purchase preference or activity but also a larger representation about choice and voice of values and lifestyles. No studies have so far examined sustainable consumption among Hong Kong consumers. The present article therefore pioneers in investigating what factors predict young educated consumers to engage in sustainable consumption in Hong Kong. Incorporating the concepts of social cognitive theory and reciprocal determinism, this article aims to illustrate the dynamic nature of sustainable consumption and to provide a more nuanced view of behavioral change. Using a sample of 801 young educated consumers, a survey has been developed and administered. Hierarchical regression analyses indicate that six factors predict Hong Kong young educated consumers’ sustainable consumption behavior in the following descending order: supportive behaviors for environmental organizations, attitude toward sustainable development efforts, parental influence, recycling behavior, peer influence, and environmental concern. The author then proposes a model that depicts the flow of influence of the top three predictors on sustainable consumption behavior. Path analysis confirms that the paths first go from supportive behaviors for environmental organizations to parental influence, which in turn facilitates attitude toward sustainable development efforts. The author concludes by outlining theoretical and practical implications for international sustainable consumption. [ABSTRACT FROM PUBLISHER]