The Intention to Adopt Green IT Products in Pakistan: Driven by the Modified Theory of Consumption Values

Over the last decades, prompt economic growth and the resulting overconsumption has deteriorated the environment in an accelerated way. This environmental deterioration has prompted academicians and practitioners to study ecological consumption behavior. E-waste and energy consumption play a major part in this environmental deterioration, which makes consumer conscious regarding their consumption pattern. In this regard, the emergence of green Information Technology (IT) enables individuals to become involved in environmental protection and sustainability programs to reduce the negative impact of IT products on the environment. This study aims to investigate individual intentions to adopt green IT products in Pakistan by the theoretical foundation of the theory of consumption values (functional value, social value, epistemic value, emotional value, and conditional value). Whereas, an additional value, i.e., the religious value, is included in the model, due to its significant impact in green consumption behavior of individuals. Cross-sectional data is used to obtain a total of 536 valid questionnaires to test the hypothesis. The Partial Least Square Modeling approach is used to test the proposed model (variance-based SEM). The results infer that functional value, social value, epistemic value, emotional value, conditional value, and religious value have significant positive impact on the consumer intention to adopt green IT products. The reasons for the results and implications for the practitioners are discussed. Furthermore, directions for future research have also been suggested.

Drivers and Outcomes of Green IS Adoption in Small and Medium-Sized Enterprises

Using the Belief Action Outcome (BAO) framework as a theoretical basis, this study investigates the mechanisms that link organizational beliefs about environmental sustainability with Green information system (IS) actions that are undertaken and, hence, the organizational benefits accruing from these actions. Survey data were collected from 156 small and medium-sized enterprises (SMEs) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results support the notion that Green IS endeavors lead to increased organizational benefits. External pressures from stakeholders and employees’ attitudes to environmental sustainability affect the organizational attitude to Green IS. The attitude to Green IS is further translated into the organization’s strategy and corresponding Green IS actions, resulting in organizational benefits. This study’s main contribution lies in establishing a link between personal attitudes, institutional mechanisms, internal environmental/sustainability initiatives, and performance implications. Green IS adoption was empirically validated considering the SME context.