Factor affecting purchasing intention towards green products among Generation Y in Malacca City / Nur Anis Nor Azlan

• Main Author: Nor Azlan, Nur Anis
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2018
• Subjects: Environmental aspects. Green marketing; Social aspects. Social marketing; Marketing research. Marketing research companies. Sales forecasting; Purchasing. Selling. Sales personnel. Sales executives
• Online Access: http://ir.uitm.edu.my/id/eprint/21606/1/PPb_NUR%20ANIS%20NOR%20AZLAN%20M%20%20BM%2018_5.pdf; http://ir.uitm.edu.my/id/eprint/21606/

The aim of this research is to examine factors affecting generation Y towards intention to purchase green product. In today’s society whereby technology is rapidly growing day by day, it is one of the main causes towards the changes in the environment. Nevertheless, these changes in the environment...