%0 Conference Proceedings
%A Yun-Ting Zeng
%T The Effect of Self-Esteem and Social Responsible Claims on Generation Y Consumers’ Perceptions about Coffee Bean Products
%B The First NZAAR International Event Series on Natural and Built Environment, Cities, Sustainability and Advanced Engineering
%C Putrajaya, Malaysia
%D 2016
%8 26 June 2016
%P 120-121
%I New Zealand Academy of Applied Research
%@ 2463-5979
%K Generation Y
%K Social Responsible claims
%K Self-esteem
%K Sustainable product
%K Coffee Bean
%U https://gdiacademy.org/nzaar/GCS-16-76.html
%X 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.