This article explores how exposure to environment-related media content, subjective norm and perceived behavioral control play a role in Hong Kong adolescents' environmental intention. The author conducted a survey with a sample of 1,012 (465 male, 547 female) adolescents in Hong Kong. Structural equation modeling confirms that exposure to environment-related media content is positively associated with Hong Kong youngsters' subjective norm and perceived behavioral control. Hong Kong adolescents' subjective norm and perceived behavioral control, in turn, were found to be positively associated with their environmental intention. Subjective norm was also positively associated with perceived behavioral control. The author discusses the theoretical implications on theory of reasoned action. Practical insights into the important socializing roles of media and social contexts are also explored. (Contains 2 tables and 2 figures.)