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The purpose of this book is to contribute to the body of knowledge with in the domain of green marketing. Therefore, this work intends to identify the influence of four independent variables including; perceived government legislation, media exposure, safety and health concerns and self- efficacy on the mediating variable of environmental attitude. The mediating effect of environmental attitude and the dependent variable of purchase intention of lead-free electronic products will also be investigated. Through a self-administered questionnaire among 170 lecturers working full time in University Sains Malaysia (USM) main campus and (USM) engineering campus the study found some revealing insights through the results of this study; safety and health concerns and self-efficacy, had a significant positive influence on lecturers' environmental attitude, while media exposure had a positive direct influence on purchase intention. As for environmental attitude the mediating variable, it did not act as a mediator between the independent variables and the dependent variable of purchase intention.