A STUDY ON THE FACTORS INFLUENCING THE PERCEPTION OF ETHICAL BRANDING AMONG GENERATION Y CONSUMERS IN MALAYSIA

As Malaysia strives to achieve the developed nation status in 2020, the society is naturally becoming more sophisticated. They have become more conscious and concerned about what they consume as well as social responsibility of companies. This may be more prevalent in Generation Y (individuals born between 1978 and 1995) who are generally more privileged and trendy than the generation before them. The study investigates the relationship between personal values, brand trust, concern about the environment, society and heath with ethical branding. The study found that only concern for the environment and brand trust had a significant positive relationship with ethical branding. Ethical branding also appeals more to females rather than males. The findings of this study have implications on how ethical branding awareness can be promoted among young adults. It is suggested that companies that intend to explore ethical branding more closely align their brand values to consumers personal values. Greater ethical awareness needs to be promoted to the young generation by engaging more with business schools and other universities on how best to embed the importance of business ethics in the curriculum.