Abstract—This study intends 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 three independent variables including;perceived government legislations, media exposure, and safety and health concerns on the mediating variable of environmental attitude. The study will also investigate the mediating effect of environmental attitude and the dependent variable of the study purchase intention of lead-free electronic products. 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, perceived government legislation did influence neither environmental attitude nor purchase intention, while media exposure had a positive direct influence on purchase intention. As for safety and health concerns exhibited a significant positive influence on lecturers’ environmental attitude. Finally, environmental attitude the mediating variable of this study, did not act as a mediator between the independent variables and the dependent variable of purchase intention.
Index Terms—Green Electronic Products, Perceived government legislations, Media Exposure, Safety and health,Attitude, and Purchase Intention.
School of Management, Universiti Sains Malaysia
Cite: Iman Khalid A. Qader and Yuserrie Zainuddin, " Intention to Purchase Green Electronic Products:The Consequences of Perceived Government Legislation, Media Exposure and Safety &Health Concern and the Role of Attitude as Mediator," International Journal of Innovation, Management and Technology vol. 1, no. 4, pp. 432-440, 2010.