The Role of Identity in Green IT Attitude and Intention

Green IT practices are of global concern with huge environmental implications. Reducing CO2 emissions, conserving energy, and recycling IT are among a variety of green IT behaviors that protect the natural environment. We explore the role of green IT identity as an additional factor in a model based on the Theory of Planned Behavior. Theoretically, our findings show green IT identity plays a substantive role in predicting behavioral intention independent of attitude as well as indirectly through attitude. The addition of green IT identity in a behavioral model provides a more complete prediction of green IT behavior. Practically, strengthening one’s green IT identity is likely to stimulate both favorable attitudes and green IT behavior. We discuss the implications of our study for green IT research.