Public Awareness of Consumer Products Containing Radioactive Materials: Empirical Evidence from Malaysia

Zuraidah Sulaiman, Hanis Syuhada Ahmad Sugiran, Nornajihah Nadia Hasbullah, Adaviah Mas’od, Suhairul Hashim and David Andrew Bradley
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Zuraidah Sulaiman: Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru 81310, Johor, Malaysia
Hanis Syuhada Ahmad Sugiran: Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru 81310, Johor, Malaysia
Nornajihah Nadia Hasbullah: Faculty of Business and Management, UiTM Melaka, Kampus Bandaraya Melaka, Melaka 75350, Melaka, Malaysia
Adaviah Mas’od: Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru 81310, Johor, Malaysia
Suhairul Hashim: Department of Physics, Faculty of Science, Universiti Teknologi Malaysia, Johor Bahru 81310, Johor, Malaysia
David Andrew Bradley: Centre for Applied Physics and Radiation Technologies, School of Engineering and Technology, Sunway University, Bandar Sunway 47500, Selangor, Malaysia

IJERPH, 2022, vol. 19, issue 4, 1-18

Abstract: 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, prevention-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.

Keywords: regulatory focus theory; radiation safety knowledge; product knowledge; risk perception; information seeking; purchase intention; protective action decision model; heuristic-systematic model; Malaysia consumers (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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