The future of social enterprise café in Malaysia: a study on millennials’ perception and intention

Abdullah, SINW ORCID: https://orcid.org/0000-0001-7249-8512, Them, PK, Samdin, Z, Lim, BJH and Phuah, KT, 2022. The future of social enterprise café in Malaysia: a study on millennials’ perception and intention. International Journal of Business and Society, 23 (3), pp. 1792-1812. ISSN 1511-6670

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Abstract

Over the past decade, there have been a growing number of social enterprises in Malaysia, especially in the food and beverage industry. However, social enterprise cafes face various challenges in liquidity and lack of public awareness that hindered their progress. In view of this, millennials are the potential target market for social enterprises due to their rapid growth in population and increasing purchasing power. Millennials have high awareness of social issues and support for socially responsible organisations. Based on a survey collected from 424 millennials in Malaysia, data were analysed using the structural equation modelling. Results indicate that millennials are influenced by perceived price and attitude, followed by social norms, while social enterprise knowledge had a significant but weak influence on their intention. In moving forward, the findings suggest that social enterprise cafes could emphasize more on creating value through their pricing strategy and encourage knowledge sharing and attitude towards social enterprises to strengthen purchase intention towards social enterprise cafes. This study not only sheds light on millennials but also assist social enterprises to sustain their business and have a long-term impact on society and environmental causes.

Item Type:	Journal article
Publication Title:	International Journal of Business and Society
Creators:	Abdullah, S.I.N.W., Them, P.K., Samdin, Z., Lim, B.J.H. and Phuah, K.T.
Publisher:	Universiti Malaysia Sarawak, Faculty of Economics and Business
Date:	19 December 2022
Volume:	23
Number:	3
ISSN:	1511-6670
Identifiers:	Number Type 10.33736/ijbs.5212.2022 DOI 1807568 Other
Rights:	This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	25 Sep 2023 13:49
Last Modified:	25 Sep 2023 13:49
URI:	https://irep.ntu.ac.uk/id/eprint/49808

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