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Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia

The emergence of online purchase platforms makes products containing radioactive materials more accessible to consumers. These products are gaining popularity and are widely available and easily accessible in the market today. This study examined how consumer’s psychological factors affect their dec...

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Main Authors: Sulaiman, Zuraidah, Ahmad Sugiran, Hanis Syuhada, Hasbullah, Nornajihah Nadia, Mas’od, Adaviah, Hashim, Suhairul, Bradley, David Andrew
Format: Article
Language:English
Published: MDPI 2022
Subjects:
HB615-715 Entrepreneurship. Risk and uncertainty. Property
Online Access:http://eprints.utm.my/id/eprint/101114/1/ZuraidahSulaiman2022_PublicAwarenessofConsumerProducts.pdf
http://eprints.utm.my/id/eprint/101114/
http://dx.doi.org/10.3390/ijerph19042326
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spelling my.utm.1011142023-06-01T08:24:20Z http://eprints.utm.my/id/eprint/101114/ Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia Sulaiman, Zuraidah Ahmad Sugiran, Hanis Syuhada Hasbullah, Nornajihah Nadia Mas’od, Adaviah Hashim, Suhairul Bradley, David Andrew HB615-715 Entrepreneurship. Risk and uncertainty. Property The emergence of online purchase platforms makes products containing radioactive materials more accessible to consumers. These products are gaining popularity and are widely available and easily accessible in the market today. This study examined how consumer’s psychological factors affect their decision of purchasing products containing radioactive materials in the market. Based on the protective action decision model (PADM) and the heuristic‐systematic model (HSM), this study proposed a model to add to the literature on consumer awareness of risky products. In particular, this study investigated which type of regulatory focus message (promotion‐focused advertisement or prevention‐focused advertisement) is significant in moderating the effects of radiation safety knowledge and product knowledge on risk perception when purchasing products containing radioactive materials. The relationship between consumers’ risk perception and information seeking, which leads to the purchase intention of such products was also investigated. Advertisements with varying regulatory focus messages were randomly distributed to participants to determine whether consumers are more influenced by promotion‐focused advertisement or prevention-focused advertisement to mitigate the risk of purchasing products containing radioactive materials. The results revealed that promotion‐focused advertising messages evoked a positive effect on consumers’ radiation safety knowledge and product knowledge toward risk perception. However, pre-vention‐focused regulatory advertising messages did not moderate the relationships between both radiation safety knowledge and product knowledge on consumers’ risk perception. This study offers guidelines for manufacturers, sellers, and marketers of products containing radioactive materials, and, importantly, for the government to devise strategies in designing effective social marketing advertisement for business, environmental and societal benefits. MDPI 2022-02 Article PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/101114/1/ZuraidahSulaiman2022_PublicAwarenessofConsumerProducts.pdf Sulaiman, Zuraidah and Ahmad Sugiran, Hanis Syuhada and Hasbullah, Nornajihah Nadia and Mas’od, Adaviah and Hashim, Suhairul and Bradley, David Andrew (2022) Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia. International Journal of Environmental Research and Public Health, 19 (4). ISSN 1661-7827 http://dx.doi.org/10.3390/ijerph19042326 DOI: 10.3390/ijerph19042326
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic HB615-715 Entrepreneurship. Risk and uncertainty. Property
spellingShingle HB615-715 Entrepreneurship. Risk and uncertainty. Property
Sulaiman, Zuraidah
Ahmad Sugiran, Hanis Syuhada
Hasbullah, Nornajihah Nadia
Mas’od, Adaviah
Hashim, Suhairul
Bradley, David Andrew
Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia
description The emergence of online purchase platforms makes products containing radioactive materials more accessible to consumers. These products are gaining popularity and are widely available and easily accessible in the market today. This study examined how consumer’s psychological factors affect their decision of purchasing products containing radioactive materials in the market. Based on the protective action decision model (PADM) and the heuristic‐systematic model (HSM), this study proposed a model to add to the literature on consumer awareness of risky products. In particular, this study investigated which type of regulatory focus message (promotion‐focused advertisement or prevention‐focused advertisement) is significant in moderating the effects of radiation safety knowledge and product knowledge on risk perception when purchasing products containing radioactive materials. The relationship between consumers’ risk perception and information seeking, which leads to the purchase intention of such products was also investigated. Advertisements with varying regulatory focus messages were randomly distributed to participants to determine whether consumers are more influenced by promotion‐focused advertisement or prevention-focused advertisement to mitigate the risk of purchasing products containing radioactive materials. The results revealed that promotion‐focused advertising messages evoked a positive effect on consumers’ radiation safety knowledge and product knowledge toward risk perception. However, pre-vention‐focused regulatory advertising messages did not moderate the relationships between both radiation safety knowledge and product knowledge on consumers’ risk perception. This study offers guidelines for manufacturers, sellers, and marketers of products containing radioactive materials, and, importantly, for the government to devise strategies in designing effective social marketing advertisement for business, environmental and societal benefits.
format Article
author Sulaiman, Zuraidah
Ahmad Sugiran, Hanis Syuhada
Hasbullah, Nornajihah Nadia
Mas’od, Adaviah
Hashim, Suhairul
Bradley, David Andrew
author_facet Sulaiman, Zuraidah
Ahmad Sugiran, Hanis Syuhada
Hasbullah, Nornajihah Nadia
Mas’od, Adaviah
Hashim, Suhairul
Bradley, David Andrew
author_sort Sulaiman, Zuraidah
title Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia
title_short Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia
title_full Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia
title_fullStr Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia
title_full_unstemmed Public awareness of consumer products containing radioactive materials: empirical evidence from Malaysia
title_sort public awareness of consumer products containing radioactive materials: empirical evidence from malaysia
publisher MDPI
publishDate 2022
url http://eprints.utm.my/id/eprint/101114/1/ZuraidahSulaiman2022_PublicAwarenessofConsumerProducts.pdf
http://eprints.utm.my/id/eprint/101114/
http://dx.doi.org/10.3390/ijerph19042326
_version_ 1768006610918047744
score 13.211869

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