Abstract
There is no denying that palm oil industry has long been the backbone of Malaysia's economy. It is an industry that continues to be relevant in order to meet both local and global demand for edible oil and biofuel markets. The idea that the industry holds no appeal for youth is a common belief frequently shared by the youth themselves, as well as other stakeholders in agriculture. The key to engaging Malaysian youth and to increase their participation is to first understand their attitude and motivation towards the oil palm sector. This is the first step in understanding the factors underlying their motivation and gauging their level of engagement towards the sector. A set of questionnaires was distributed to 50 FELDA respondents followed by a focus group interview of 5 FELDA youth. Our qualitative data gauged the level of FELDA youth engagement through attitudinal resources while the survey measured the categorical and ordinal level of 8 industry constructs with variables such as gender, age, and education level. In general, the findings revealed insights into palm oil industry’s strengths and weaknesses in relation to positive and negative attitude, motivation, and engagement of FELDA youth towards the sector.