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

Abstract

The purpose of this study is to contribute to the body of knowledge in the area of green product purchaseintention within the domain of green marketing, where all activities are designed to generate and to facilitate anyexchanges 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 theinfluence of media exposure, on purchase intention of lead-free electronic products (green electronics) amongstlecturers. Through a self-administered questionnaire among 170 lecturers, from USM main campus and USMengineering campus the study found some revealing insights. Through the results of this study, media exposurehad 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 motivationpart of the theory which includes information about a behavior, resulting in motivation to perform a certainbehavior.