A Research Agenda on Managerial Intention to Green IT Adoption: from norm activation Perspective

Green IT adoption is a plausible attempt for organizations to tackle the current environmental problem, and can also improve the economic performance of an organization. Therefore, organizational adoption of Green IT is beneficial to the society. Investigating how the decision maker in an organization would come to adopt Green IT is necessary to establish strategies in promoting organizational adoption of Green IT adoption because decision makers make decisions, rather than organizations. However, to our knowledge, studies in Green IT literature seldom investigate this area. In Green IT literature, emphasis has been given on the effects of institutional pressures and organizational resources on organizational adoption of Green IT. The current study adapts a Norm Activation Model in organizational context to investigate on how an intention to Green IT adoption is formed. The decision makers’ personal norm on environmental interpretation is argued to be activated when environmental preservation is interpreted as an opportunity, which may lead to intention to Green IT adoption. Perceived competitive advantage of Green IT will affect how environmental preservation is interpreted, as well as affect intention to Green IT adoption. Moreover, discretionary slack will also affect how environmental preservation is interpreted. All of these should be tested empirically to see if the results support our proposed hypotheses. Empirical data for this study will be collected via a survey.