An empirical investigation of green purchase behaviour among the young generation

Due to an increasing awareness in environmental impact, consumers are more sensitive towards green products when making their purchasing decisions. The young generation, who represents the future of our society, seems to have a different attitude and belief which enables them to reflect on their choice of green products. This research empirically examines the influence of ecological affect and ecological knowledge on the green purchasing behaviour of the young generation. A survey was administered to young consumers between the age of 18 and 30. Structural equation modelling was applied to test the hypotheses. The analysis result confirms that the ecological effect and knowledge are significant in determining young consumers' green involvement as well as their actual purchase.