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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS<br />

JUNE 2011<br />

VOL 3, NO 2<br />

Investigating the Influence of Safety and Health Concerns and Self-Efficacy<br />

on Lecturer’s Environmental Attitudes towards Electronic Green Products<br />

Iman Khalid A. Qader (Corresponding author)<br />

School of Management, University Sains Malaysia<br />

11800 USM, Penang, Malaysia<br />

Yuserrie Bin Zainuddin<br />

Faculty of Manufacturing Engineering & Technology Management<br />

University Malaysia Pahang<br />

26300 Gambang Kuantan, Pahang Darul Makmur, Malaysia<br />

Abstract<br />

The purpose of this study is to contribute to the body of knowledge within the area of<br />

environmental attitudes towards green marketing. Therefore, this study intends to identify the<br />

influence of safety and health concerns and self-efficacy on environmental attitude towards leadfree<br />

electronic products (green electronics) amongst lecturers. In this study safety and health<br />

concerns is conceptualized as the consumer’s concern for quality of life, health issues and the<br />

environment for humans and non-human species. While self-efficacy is conceptualized as how<br />

well one can execute required actions to deal with specific situations. Hence, through a selfadministered<br />

questionnaire among 170 lecturers, from USM main campus and USM engineering<br />

campus the study found some revealing insights. Through the results of this study, safety and<br />

health concerns and self efficacy had a significant positive influence on lecturers’ environmental<br />

attitude. The theory of planned behavior Azjen (1985) supported the findings of this study,<br />

firstly, for safety and health concerns on environmental attitudes, which is related to behavioral<br />

beliefs part of the theory: The person’s beliefs that the behavior leads to certain outcomes and his<br />

or her evaluations of these outcomes. Therefore, attitudes are determined by behavioral beliefs.<br />

Secondly, for self-efficacy this is related to the concept of perceived behavioral control which is<br />

concerned with judgment of how well one can execute required actions to deal with specific<br />

situations. People’s behaviors are strongly influenced by their confidence in their ability to<br />

perform them.<br />

Keywords: Green Marketing, Green Electronic Products, Safety and health Concerns, Self-<br />

Efficacy, Environmental Attitude, Theory of Planned Behavior.<br />

1. Introduction<br />

Polonsky (1994) defined green marketing in much broader way those of other researchers and it<br />

encompasses all major components of other definitions. According to polonsky (1994) green or<br />

environmental marketing consists of all activities designed to generate and facilitate any<br />

exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and<br />

wants occurs, with minimal detrimental impact on the natural environment. This definition<br />

incorporates much of the traditional components of the marketing definition that is "All activities<br />

designed to generate and facilitate any exchanges intended to satisfy human needs or wants"<br />

COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 366

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