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Renewable energy (RE) is a type of advanced technology that changes natural energy into a form that can be used as an alternative to traditional energy solutions to help reduce problems caused by global warming. Nevertheless, consumers still have limited knowledge of renewable energy, which leads to an unwillingness to pay more. Renewable energy marketing as a sustainable willingness to pay more for renewable energy billpayers in Peninsular Malaysia. This research applied the theory of reasoned action as the theoretical underpinning theory. A questionnaire survey was distributed to taxpayers, and 3209 usable responses out of 5000 persons were obtained. This paper suggested that consumers’ concerns and knowledge of renewable energy were positively related to paying a premium for renewable energy. This research showed that the energy consumption patterns influenced consumers’ willingness to pay more for renewable energy. This will benefit policymakers, in line with the Twelfth Malaysian Plan, in pursuing green technology growth and recommending the policy measure to achieve the country’s 31% and 40% renewable energy targets in 2025 and 2035, respectively.

Abstract-

Political advertising is a type of marketing communication that attempts to influence upon issues of extensive political debate. In the era of IR 4.0, the platforms used to communicate political issues vary ranging from conventional media to new online media like social media and mobile advertising apps. During the past a few general elections in Malaysia, public witnessed changes in political campaigns with the use of advertisements not only on the mainstream television and in the newspapers, but also in other forms of online media. With the arrival of these modern-day advertising media, the role of political campaigners has becoming more challenging than ever. In the recent 2018 14th General Election the use of the mobile advertising platform was seen as dominant. This study was conducted to investigate voters' advertising perceptions and attitudes toward political advertising in Malaysia, delivered mobile advertising platform (WhatsApp). The study confirms that attitudes toward political advertising can only be predicted by product information function for the media under study. The implications of the study focus on consumers' perceptual shift in terms of the relevance of mobile app (WhatsApp) in propagating political parties in Malaysia, hence breaking through the advertising clutter. The limitations of the study are also discussed.

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