The Future of Social Enterprise Café in Malaysia: A Study on Millennials’ Perception and Intention
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.
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2) For open access articles, the author(s) agree that their articles published under UNIMAS Publisher are distributed under the terms of the CC-BY-NC-SA (Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License) which permits unrestricted use, distribution, and reproduction in any medium, for non-commercial purposes, provided the original work of the author(s) is properly cited.
3) For subscription articles, the author(s) agree that UNIMAS Publisher holds copyright, or an exclusive license to publish. Readers or users may view, download, print, and copy the content, for academic purposes, subject to the following conditions of use: (a) any reuse of materials is subject to permission from UNIMAS Publisher; (b) archived materials may only be used for academic research; (c) archived materials may not be used for commercial purposes, which include but not limited to monetary compensation by means of sale, resale, license, transfer of copyright, loan, etc.; and (d) archived materials may not be re-published in any part, either in print or online.
4) The author(s) is/are responsible to ensure his or her or their submitted work is original and does not infringe any existing copyright, trademark, patent, statutory right, or propriety right of others. Corresponding author(s) has (have) obtained permission from all co-authors prior to submission to the journal. Upon submission of the manuscript, the author(s) agree that no similar work has been or will be submitted or published elsewhere in any language. If submitted manuscript includes materials from others, the authors have obtained the permission from the copyright owners.
5) In signing this statement, the author(s) declare(s) that the researches in which they have conducted are in compliance with the current laws of the respective country and UNIMAS Journal Publication Ethics Policy. Any experimentation or research involving human or the use of animal samples must obtain approval from Human or Animal Ethics Committee in their respective institutions. The author(s) agree and understand that UNIMAS Publisher is not responsible for any compensational claims or failure caused by the author(s) in fulfilling the above-mentioned requirements. The author(s) must accept the responsibility for releasing their materials upon request by Chief Editor or UNIMAS Publisher.
6) The author(s) should have participated sufficiently in the work and ensured the appropriateness of the content of the article. The author(s) should also agree that he or she has no commercial attachments (e.g. patent or license arrangement, equity interest, consultancies, etc.) that might pose any conflict of interest with the submitted manuscript. The author(s) also agree to make any relevant materials and data available upon request by the editor or UNIMAS Publisher.
