Young consumer’s green purchasing intention: case study in Bangi Selangor / Nurul Suhaida Adila Kamarulzaman

This research is conducted to identify the factor that influences the young consumer’s intention to purchase green product. This study seeks to understand young consumers’ green purchase intentions and the objective of this research are to determine whether the independent variable which are Environmental concern (EC), Product attribute (PA), Brand consciousness (BC) and Self-image (SI) influence the extent to which student as the young consumer purchasing intention in green product or not. Moreover, this study is to determine whether the three independent variables are being influenced or not towards the dependent variables that is green product purchasing intention. In this research, a questionnaire was distributed to among students. Using a sample of 100 students, a survey was developed and conducted in Bangi Selangor.The students is among MFI,UNIKL,KPTM,UKM, and GMI students. The results show there is some positive relationship between measurements taken with the dependent variable.