Critical Factors for Malaysian Young Consumers’ Buying Decision on Green Products

Abstract

The development of advanced technology was growing rapidly nowadays, it brings both positive or negative impact and changes on environment. Since people have a good view and mind-set on environmental protection, hence people are encouraged to enhance the health of environment during enjoying the convenience provided by technology. This research is aimed to investigate the factors that influence Malaysia's young consumers buying decision on green products. 384 young consumers aged between 18 and 30 years old are the targeted respondents in this research study. Questionnaires were distributed in Klang Valley in Malaysia. Abased on the data analysis, it shows that all independent variables have significant relationship with the dependent variable. The findings of this research contributed better insight and businesses for those who will face a lot of challenges in promoting and convincing young consumers to purchase green products. Through this gathered information, marketers able to know and understand how to effectively attract the young consumers to purchase green products by developing various strategies.