Title: The influence of media exposure and trust on youth attitude towards greener Tainan

Authors: Tamer Z. Fouad; Chia-Hua Chang; Yu-Chuan Huang

Addresses: College of Business, Southern Taiwan University of Science and Technology, Tainan 710, Taiwan ' Department of Industrial Management and Information, Southern Taiwan University of Science and Technology, Tainan 710, Taiwan ' Department of Accounting Information, Southern Taiwan University of Science and Technology, Tainan 710, Taiwan

Abstract: Urban pollution is getting catastrophic in Asia-Pacific (APAC), especially for industrial countries like Taiwan. This paper tries to explore and assess the role of media and trust in promoting green attitude in Tainan. This quantitative pilot study with structured questionnaires is based on 81 valid responses from local and foreign students in four major universities in Tainan. The results exhibit that correlations do exist between green media exposure and trust, and, trust and attitude. However, correlation between media exposure and attitude is not validated. Therefore, this paper has proved that trust is a mediator between media and attitude. It is also shown that young adults in Tainan could be affected by green media to have more trust toward green products, which in turns can positively affect green attitude. Although this research has limitations, its novelty can still be treated as a guiding preliminary study and contribute to future research.

Keywords: green marketing and advertising; sustainability; Taiwan; green technology adoption; EFA; exploratory factor analysis; stepwise regression; environmental reform.

DOI: 10.1504/IJISD.2021.118376

International Journal of Innovation and Sustainable Development, 2021 Vol.15 No.4, pp.416 - 437

Received: 07 Dec 2018
Accepted: 25 Feb 2020
Published online: 25 Oct 2021 *

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