Moderating Effects of Demographics on Green Information System Adoption

The important role of demographics on technology adoption has been highlighted vastly in the literature. Therefore, this study aims at investigating the moderating role of managers' demographics in their decision-making process to adopt Green information system (Green IS) from the lens of norm activation theory. With 175 valid questionnaires hand collected from organizations' decision-makers, the researchers examined the research model and its related hypotheses utilizing the Partial Least Squares (PLS)-Structural Equation Modeling (SEM). The results showed Green IS attitude together with personal norm to be the most influential factors, followed by environmental attitude. In addition, we found that while awareness of consequences significantly impacted personal norms, its explanatory power on personal norms was higher when it was mediated through ascription of responsibility. Regarding the moderator variables, the model explained better the pro-environmental behavioral intention of managers towards the adoption of Green IS among older female and well-educated managers. Contributions of the study are further discussed.