A STUDY ON Y-GENERATION’S ATTITUDE TOWARDS GREEN PRODUCTS PURCHASE IN MALAYSIA

The green issue is being debated by communities throughout the world. Environmental issues such as air or water pollution, sound pollution, and the unexpected climate change the ozone deficiency and their unwanted effects on environment are quite well informed to individuals. This research is to identify the Y generation’s purchasing attitude of green products in Malaysia. The research background will discuss details of green products and Y generation’s definition in Malaysia. Examining the measure of consumers’ green purchase behavior would lead to a better understanding of green product acceptance and hence will lead to a more friendly environment. It has been suggested that increased awareness of environmental impacts could lead to more responsible decision purchased behavior towards green products.