FACTORS AFFECTING ON PURCHASE BEHAVIOR TOWARDS GREEN PRODUCTS AMONG GENERATION Y IN MALAYSIA

Abul Basher Mohammed Salahuddin; Syadiyah Abdul Shukor

doi:10.33102/790eq255

Authors

Abul Basher Mohammed Salahuddin Faculty of PPT, Universiti Sains Islam Malaysia, Negeri Sembilan, Malaysia Author
Syadiyah Abdul Shukor Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Negeri Sembilan, Malaysia Author

DOI:

https://doi.org/10.33102/790eq255

Keywords:

Green purchase behavior, Green products, Sustainable consumption, Generation Y, S-O-R theory, PLS-SEM

Abstract

This study examines the factors affecting purchase behavior towards green products among Generation Y consumers in Malaysia. Growing environmental concerns, climate change, and increasing awareness of sustainable consumption have encouraged consumers to adopt environmentally friendly products. However, despite the increasing availability of green products in Malaysian market, the level of actual purchasing behavior among generation Y remains inconsistent. Therefore, the purpose of this study to identify the key factors influencing green purchase behavior among generation Y consumers in Malaysia. This study looks at factors that affect how people buy green products through using the S-O-R theory, which is utilized in numerous behavioral studies to assess purchasing behavior. 300 respondents are included in this research from the Klang Valley area, Seremban and Nilai areas, and quantitative method is used to analyze the data. Data will be collected through a structured questionnaire distributed to generation Y consumers in Malaysia. The collected data will be analyzed using statistical techniques such as SPSS and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings of this study are expected to provide valuable insights into the purchasing patterns and preferences of generation Y consumers regarding green products. Additionally, this study will contribute to the existing literature on green consumer behavior and assist marketers, businesses, and policymakers in developing effective strategies to promote sustainable consumption and environmentally responsible purchasing behavior in Malaysia.

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