Intention to Use Green IT/IS: A Model of Multiple Factors

The current study attempts to further our understanding of the determinants of behavior intention to use Green IS by focusing on the individual aspects of environmental behaviors. This study integrates the attitudinal factors, contextual factors, and personal capability to explain the causal relationship between users and green technology behaviors. By adopting goal framing theory, this study proposed three different individual goal frames in environmental context: hedonic goal (perceived pleasurability), gain goal (economic factor and legislative pressure), and normative goal (personal norms and social norms). This study also emphasized on the difference between "personal norms" and "social norms" according to the norm-activation theory. Partial Least Square (PLS) was used to analyze the data of 100 respondents. Eight of twelve hypotheses were strongly supported. We found that personal norms, perceived pleasurability, economic factor, and legislative pressure had positive and significant effects on intention to use Green IS. However, the effect of social norms on behavior intention was insignificant. Important theoretical and practical implications of these findings are discussed.