The pressure of environmental sustainability and the introduction of strict transnational and local environment laws, regulations and targets have catalysed the emergency of Green IT. On individual level, Green IT can be achieved through environmentally responsible behaviour to purchase, use and disposal of products and services without damaging the environment. This research aims to investigate the Green IT behaviour of young consumers including their day-to-day Green IT practices, buying behaviour of mobile and computer devices and subscription behaviour of streaming services. The findings show that: 1) Understanding of Green IT practices (specific knowledge) has a positive influence on PBC, 2) Consumer’s PBC has a positive influence on Green IT behaviour and 3) The communication strategy has a positive influence on PBC. Research results also show that young consumers’ buying and subscribing decision are strongly influenced by factors such as appearance, specification, features, content and price than Green IT factors.
Available at: https://aisel.aisnet.org/pajais/vol11/iss1/4
