The Impact Of Social Media Towards Green Purchase Intention Among Generation Y

This paper aimed to study the impact of social media towards green purchase intention among generation Y in Malaysia. The green purchase intention is influenced by many different factors. Therefore many researchers focused on understanding the determinants of green purchase intention based on TPB model or TRA model yet this paper referred to previous researches based on TPB. The reason behind choosing different model is relate the social media antecedents with green purchase intention among gen Y. The independent variables of this study are Green Blogs, Social media Interactivity, Green Ads and E-WOM & the dependent variable is the green purchase intention among gen Y