Cutting the Internet's Environmental Footprint: An Analysis of Consumers’ Self-Attribution of Responsibility

Abstract

This research project investigates consumers’ willingness to adopt online pro-environmental behaviors. First, we conducted an exploratory qualitative study that revealed respondents’ low awareness of the environmental impact of Internet usage and reluctance to change their online behaviors. Consumers tend to decline all responsibility and expect companies and public authorities to take the necessary measures. Moreover, they are led by contradictory motives: not harming the environment on the one hand and continuing to use the Internet the way they currently do on the other. Based on these findings, two quantitative studies were conducted to investigate the determinants of consumers’ self-attribution of responsibility to reduce the digital footprint of their online activity (e.g., using an eco-friendly search engine). Our conceptual model emphasizes the mechanisms of cognitive dissonance and highlights the crucial role of skepticism toward pro-environmental solutions. Implications for IT companies and public policy makers are discussed.

An integrated framework examining sustainable green behavior among young consumers

“…These could stem from behavior-specific beliefs and personal moral norms that guide an individual’s behavior (Stern, 1999). For instance, when an individual is aware of how their actions have environmental consequences, they tend to ascribe responsibility (AR) on themselves to undertake preventive actions (Elgaaïed-Gambier et al , 2020; Stern, 2000), thus leading to the development of personal environmental norm (PEN). Conceptualized as the attitudinal factor that closely relates to actual behavior, PEN is experienced by individuals when they feel a sense of moral obligation to act on pro-environmental behaviors (Stern, 2000).…”

“…In the VBN theory, AR refers to an individual's effort to undertake preventive actions to the environment (Elgaaïed-Gambier et al, 2020;Stern, 2000). Past studies have established that AR has a positive effect on pro-environmental behaviors, such as on the acceptance of energy policies (Steg et al, 2005;Yang et al, 2015), recycling behavior (Shen et al, 2020) and the reduction of car usage (Wei et al, 2017), but was negatively related to pro-environmental online behaviors (Elgaaïed-Gambier et al, 2020).…”

Tourists’ interpretations toward tourism destinations: viewpoint to apply locus of control theory

“…So, tourists broadly seek information with alternatives because information asymmetry (information shortage) negatively influences tourism brands' attribution processes (García-Milon et al, 2020). Additionally, consumers with contradictory information have little chance of forming decisions (Elgaaïed-Gambier et al, 2020). This occurs because in case of information confusion or uncertain reviews about services; consumers (here tourists) start to form negative perceptions and ascribe these conflicts to the service providers' inefficiency (Qiu et al, 2012).…”

“…Here, in high perception (vs low), tourists form a high (vs low) internal LOC. Then making decisions will be on the positive (vs the negative) side to visit destinations (Elgaaïed-Gambier et al, 2020).…”

Compulsion and reactance: Why do some green consumers fail to follow through with planned environmental behaviors?

“…Marketing scholars have recently explored the relationship between technology and sustainability (Elgaaied‐Gambiera et al, 2020). Prophets and Wizards conceivably require unique marketing strategies and tactics to engender similar behaviors.…”