The Impact of Media Exposure on Intention to Purchase Green Electronic Products amongst Lecturers

Iman Khalid A. Qader, Yuserrie Bin Zainuddin

Abstract


The purpose of this study is to contribute to the body of knowledge in the area of green product purchase
intention within the domain of green marketing, where all activities are designed to generate and to facilitate any
exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs or wants occurs,
with minimal detrimental impact on the natural environment. Therefore, this study intends to identify the
influence of media exposure, on purchase intention of lead-free electronic products (green electronics) amongst
lecturers. Through a self-administered questionnaire among 170 lecturers, from USM main campus and USM
engineering campus the study found some revealing insights. Through the results of this study, media exposure
had a significant positive influence on lecturers’ purchase intention. The theory of planned behavior Azjen (1985)
supported the findings of this study for media exposure and purchase intention, which is related to the motivation
part of the theory which includes information about a behavior, resulting in motivation to perform a certain
behavior.

Full Text: PDF DOI: 10.5539/ijbm.v6n3p240

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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