A Conceptual Framework for Individual Green Information Technology Consumption and its Impact

Abstract

The purpose of this paper is to develop a conceptual framework that examines consumers regarding their purchasing behavior, environmental awareness and knowledge of attributes of the green IT product, opinion leaders, the increasing of awareness of organizations' eco-strategies, and green marketing. The framework is based on Diffusion of Innovation (DOI), Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and literature on opinion leaders, environmental concerns, G-Readiness, and green marketing. The result draws ten propositions. There are ten constructs which are Relative advantage, Noticeability, Social influence, Price-value, Opinion leader, Environmental concern, Attitude toward green IT, Green IT use, an Perceived green business encouragement, and Perceived increasing of green marketing. This framework renders an idea for researchers and practitioners to further investigate green IT consumption and its impact on organizations. The framework shows that organizations should monitor the increase of green consumption and improve their green strategy.