Green Awareness On Generation Y Purchasing Behavior Towards Green Brand Products In Penang, Malaysia

Lim, Wanni (2016) Green Awareness On Generation Y Purchasing Behavior Towards Green Brand Products In Penang, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The aim of this research is to determine green awareness on generation Y purchasing behavior toward green brand products in Penang, Malaysia. Currently, the study of green awareness on generation Y purchasing behavior towards green brand products has become one of the major research topic as there are still a gap existed on the generation Y population in Malaysia and most of the research is less likely focusing on generation Y cohort. Moreover, generation Y is maturing a pragmatic generation that responsible to save the environment as well as benefit to world economic. Thus, this study is conducted to investigate the determinants that affect green awareness on generation Y purchasing behavior toward green brand products. There are six independent variables that had been determined in this research study which are social influence, price consciousness, health consciousness, environmental concern, eco-label and roles of government and NGOs. This research will be targeted on generation Y, with the age ranging from 18 to 35. This research adopted quantitative approach with collected sample of 384 respondents in Penang, Malaysia through questionnaire method. The data was analyzed by using descriptive analysis, factor analysis, Pearson correlation analysis and multiple linear regressions analysis. From the data analysis result, these research findings showed that all of the six determinants have positive relationship to affect green awareness on generation Y purchasing behavior toward green brand products in Penang. Lastly, several recommendations were suggested such as widening the research setting, broaden the target’s group, increase environmental education and marketers should come up with the marketing efforts to increase green awareness among generation Y.

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