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

Department of Management Sciences, COMSATS University Islamabad (Sahiwal Campus), Sahiwal 5700, Pakistan
Faculty of Management Sciences, Sukkur IBA University, Sukkur 65200, Pakistan
Ghazali Shafia Graduate School of Government, Universiti Utara Malaysia, Kedah 06010, Malaysia
Author to whom correspondence should be addressed.
Environments 2019, 6(5), 53;
Received: 3 April 2019 / Revised: 10 May 2019 / Accepted: 11 May 2019 / Published: 17 May 2019
PDF [662 KB, uploaded 17 May 2019]


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. View Full-Text
Keywords: Pakistan; e-waste; green IT; religious value; theory of consumption values Pakistan; e-waste; green IT; religious value; theory of consumption values

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Ali, S.; Danish, M.; Khuwaja, F.M.; Sajjad, M.S.; Zahid, H. The Intention to Adopt Green IT Products in Pakistan: Driven by the Modified Theory of Consumption Values. Environments 2019, 6, 53.

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