Generation Z in Malaysia: the four 'E' generation

Fandy Tjiptono, Ghazala Khan, Soo Yeong Ewe, Vimala Kunchamboo

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

19 Citations (Scopus)


Generation Z in Malaysia is currently the largest age group representing 29% of the overall population, with a monthly disposable income of US$327 million. The Malaysian Generation Z is an electronically engaged generation and is heavily dependent on their smartphones and social media, spending an average of 8 hours a day on the Internet. They are also well educated, empowered, and entrepreneurial. As consumers, Malaysian Generation Z is influential and independent in their decision-making process. At the workplace, members of Generation Z in Malaysia are curious, caring, competent, and confident. These unique characteristics and behaviours provide specific challenges to deal with them as consumers, workers, and entrepreneurs.

Original languageEnglish
Title of host publicationThe New Generation Z in Asia
Subtitle of host publicationDynamics, Differences, Digitalisation
EditorsEloide Gentina, Emma Parry
Place of PublicationBingley UK
PublisherEmerald Group Publishing Limited
Number of pages15
ISBN (Electronic)9781800432208, 9781800432222
ISBN (Print)9781800432215
Publication statusPublished - 2020


  • Consumers
  • Digitalisation
  • Education
  • Generation Z
  • Malaysia
  • Work

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