Online Purchasing Behavior of Green Products

Generation Y (Gen Y) consumers are challenging the traditional buyer-seller relationship. Sellers must adapt their approach to marketing in order to win the attention, business and loyalty of Gen Y buyers. Hence, this study aimed to examine Gen Y’s green purchasing decisions relating to online products in Malaysia. The study adopted a qualitative and quantitative approach. Items from past studies were adapted and shared with a focus group to ensure they were in line with the current trends and purchasing behavior of the Gen Y population. The items were then validated by two experts from industry and academia. A total of 113 Gen Y consumers completed the questionnaire. The data collected was analyzed using PLS-SEM software. The results of this study show that societal influence, willingness to pay higher prices for green products and government initiatives have a positive and significant effect on Gen Y online green purchasing decisions. This study supports global initiatives to create a green society by providing strong evidence of the variables that influence the Gen Y cohort’s decision to purchase green products in Malaysia and, therefore, serves as a valuable insight for producers and the government endeavoring to develop a greener society.