Ecotourism is developing globally with the intention to improve sustainability. Yet, research on ecotourism that concentrates on young traveller is still scarce. This study was conducted in order to recognize the factors that restrained the purchase decision of young travellers towards ecotourism products as well as their implications. A sample of 364 students from UiTM Puncak Alam was fragmented by utilizing stratified random sampling. Quantitative method was used in this research where questionnaire was being utilized to collect the data. Mayo and Jarvis (1981) has suggested that psychological factors which consist of perception, learning, personality, motives, and attitude might affect to young travellers buying decision towards ecotourism products. By adapting the Mayo and Jarvis model, the researchers explored all the psychological factors that influence the purchase decision of young travellers. Results of the study recommended that motivation factor has the highest impact towards the purchase decision of the young traveller. Among the motivation factor, social needs account the highest aspect to impact the purchase decision. This shows that young travellers will be encouraged to purchase ecotourism products if they can socialize with others. Overall, this research will encourage stakeholders to develop new ideas in increasing or boosting up young travellers purchase decision towards ecotourism products.

Keywords: Ecotourism, Young Travellers, Purchase Decision, Factor Restraining, Psychological Factors.