The Effect of Self-Esteem and Social Responsible Claims on Generation Y Consumers’ Perceptions about Coffee Bean Products
- School of Management and Governance, Murdoch University, Western Australia, Australia
Published in The First NZAAR International Event Series on Natural and Built Environment, Cities, Sustainability and Advanced Engineering, Putrajaya, Malaysia, 26 June 2016, pages 120 to 121. New Zealand Academy of Applied Research. ISSN 2463-5979 (online), 2463-5960 (print).
Abstract
This study aims to examine how the personality trait of self-esteem influences Generation Y (Gen Y) consumers’ attitudes and purchase intentions towards coffee bean products claimed to be either fair-trade or organic. Gen Y consumers’ perceptions about coffee bean products are investigated in the present study as they have become a significant consumer segment for the worldwide market. An online survey methodology will be implemented to collect data for further analysis. Findings of the study will provide insights into relationship between Gen Y consumers’ self-concept and their purchase behaviours as social responsible consumers. It provides potential value in assisting entrepreneurs in promoting organic or fair-trade coffee bean products among Gen Y consumers. The findings may be applied to other industry, such as fair-trade tea leaf industry.
Keywords: Generation Y; Social Responsible claims; Self-esteem; Sustainable product; Coffee Bean
Rights
Copyright © New Zealand Academy of Applied Research Ltd 2016. All rights reserved. Reproduced in the GDI Academy archive from the original proceedings without change to the authors’ text.