The factors affecting generation y consumers’ consumption of organic products in malaysia

Heng, Doreen (2018) The factors affecting generation y consumers’ consumption of organic products in malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Generation Y is the second largest generational cohort growing up in a world infused with brands that has been socialized in materialistic society with purchasing power and extraordinary impact on the economy.This paper presents the factors that impacts the purchase intention of Generation Y towards organic products in Malaysia.This study applies four factors which are health concerns, environmental concerns,availability and consumer attitudes of organic products among Generation Y.In this study,the researcher used the questionnaire survey method to verify the hypotheses and to investigate in its managerial implication to 160 respondents to generation-Y.The Statistical Package for Social Science (SPSS) will be used to analyse the data from 160 respondents.

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