Students’ Green Information Technology Behavior: Beliefs and Personality Traits

Abstract Adoption of green information technology (Green IT) as an initiative of pro-environmental behavior is quite sparse among Malaysian students. Due to the need to integrate personality traits in environmental behavioral studies, the current study deriving from the planned behavior theory attempts to investigate the influence of attitudinal factors on students’ pro-ecological behavioral intention to practice Green IT. Extremely few studies explored the moderating role of personality traits in the context of Green IT adoption and thus this study attempts to fill the current research gap. The personality traits of openness, agreeableness and conscientiousness were included in the research model as moderating variables. A number of 262 pieces of data were collected from students. Based on the partial least squares approach and bootstrapping method, the results revealed that except social norms, other variables greatly influenced the intention to practice Green IT. Moreover, the moderating effects analysis showed that the personality trait of conscientiousness was the only trait that significantly moderated the relationships in the proposed model.