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

Abstract

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.

The Influencing Factors on Choice Behavior Regarding Green Electronic Products: Based on the Green Perceived Value Model

“…The results reveal that emotional value is an important factor in the choice behavior of consumers regarding green electronics (β = 0.203, t = 4.486 > 1.64, p < 0.05). The results are verified by previous research (Woo and Kim 2019;Wen and Noor 2015;Ali et al 2019b). This strong association of emotional value with green product adoption has also verified the results of (Khan and Mohsin 2017) who said that Pakistani consumers rely on emotional values during the decision-making process.…”

“…Pakistan is a developing country with the upsurge of urbanization, and people are moving from rural towards urban areas (FDGP 2018). Moreover, in a recent study, metropolitan cities were selected for the investigation of green consumer behavior in Pakistan (Ali et al 2019b). Probability sampling is employed in cases where the population is known or a sampling frame is available.…”

“…This statistical analysis technique has gained wide-ranging popularity in behavioral and social science research (Cheah et al 2019;Hair et al 2016). It can be distinguished between covariance-based (CB-SEM), partial least squares (PLS-SEM), or variance-based (VB-SEM) SEM (Chin and Newsted 1999;Ali et al 2019b). PLS-SEM is preferred over CB-SEM because it is a more appropriate tool for advanced research analysis.…”

Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia

“…The results are in line with recent research of Woo and Kim [23] who found positive effect of emotional value on organic food consumption in china and verified the result of the studies conducted in Taiwan, Iran and USA [66,68,120] and have some contradictions with the results of India, Bangladesh and China [3,67,118]. The acceptance of H3 in Pakistan can be due to the fact that Pakistani consumers are emotional decision-maker rather than rational [75].…”

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

“…It can be a fruits (e.g., olive), seeds (e.g., sesame), or nuts (e.g., walnut) [27]. Pakistan is an emerging market for the consumption of imported food items [28]. The market context for the study discussed next with an explanation of its research objectives.…”