an integrative framework to understand the influence of morality on green is adoption

13 Pages·2016·1.76 MB·English

Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
AN INTEGRATIVE FRAMEWORK TO UNDERSTAND THE
INFLUENCE OF MORALITY ON GREEN IS ADOPTION: A
THEORETICAL PERSPECTIVE

1MOHAMMAD DALVI-ESFAHANI, 2AZIZAH ABDUL RAHMAN
1PhD, Information System Department, Universiti Teknologi Malaysia, Johor Bahru, Malaysia
2Assoc. Prof., Information System Department, Universiti Teknologi Malaysia, Johor Bahru, Malaysia
E-mail: [email protected], [email protected]

ABSTRACT

The prevailing gap in the Green information systems (IS) research literature is the absence of a theoretical
framework to understand the influence of environmental beliefs and attitudes on the adoption of Green IS
initiatives. The purpose of this study is to fill this gap by developing an integrated framework by identifying
and examining the factors that influence the proenvironmental behaviors (PEBs) of managers to adopt
Green IS initiatives. The framework is firmly grounded using three theoretical frameworks: (1) upper
echelon theory, (2) refined theory of basic individual values, and (3) norm activation model. The theoretical
lenses of these three frameworks are utilized to assess the influence of moral behavior on practicing of
Green IS initiatives by the managers of organizations. Theoretical and practical implications of the study
for the benefit of IS researchers and managers are discussed. Furthermore, the empirical evaluation and
assessment plan of propositions, together with the future extensions of the study are presented.
Keywords: Green IS, Upper echelon theory, Norm activation theory, proenvironmental, Sustainability

1. INTRODUCTION different from previous studies, this study attempts
to investigate how micro-level factors influence the
Environmental sustainability degradation is one organizational decision-makers’ (e.g., C-level
of the serious and perhaps greatest global issues executives, senior managers, and IT managers)
and challenges facing human beings [1]. Although, intention towards the adoption of Green IS.
the environmental degradation can be caused by
Upper echelons theory (UET) [9] framed the
human activities or natural variations, but scholars
research questions of this study. The underlying
have concluded that the main cause of climate
premise of UET is that executives interpret their
change is anthropogenic [2]. Furthermore,
strategic environment through their personal
organizations are regarded among the most
experiences, values, and personalities, and their
contributors to climate change [3], and in response
strategic choices are made upon those backgrounds
many organizations have begun to adopt
[9]. The framework of upper echelons theory
environmental management systems formally and
provides a basis for the following research
informally [4]. In respond to an increasing social,
questions:
cultural, and legislative pressures that expand the
responsibility of firms to increase attention to • What values and cognition factors impact the
environmental concerns, chief executives have intention of managers to adopt Green IS?
increasingly committed to Green Information
• What characteristics composition factors
Systems (IS) [5] which reflect the positive
moderate the influential relationship of values
influence of IS to improve the environmental
and cognitions on managers’ intention to adopt
sustainability of organizations and society [6].
Green IS?
Despite the importance of organizational Green
Addressing these questions is important for the
motivations, actions, and factors that influence the
following. First, based on Liedtka [10], who
adoption of these initiatives, they only tell part of
asserted that “organizations do not make decisions
the story [7]. These studies have expanded our
– [but] individuals do”, although, there are some
knowledge regarding the macro level factors
factors driving organizations to adopt Green IS, but
influencing the adoption of Green IS [5, 8]. Hence,

337
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
Table 1: List of Reviewed Journals and Conferences
Name Acronym
Journals
Management Information Systems Quarterly MIS Quarterly
Information Systems Research ISR
Journal of Management Information Systems JMIS
Journal of the Association for Information Systems JAIS
Communications of ACM CACM
European Journal of Information Systems EJIS
Information Systems Journals ISJ
Journal of Strategic Information Systems JSIS
Journal of Information Technology JIT
Journal of Computer Information Systems JCIS
Information Systems Frontier ISF
Information and Management IM
Communications of the Association for Information Systems CAIS
Australian Journal of Information Systems AJIS
Academy of Management Journal AMJ
Conference proceedings
International Conference on Information Systems ICIS
Hawaii International Conference on System Sciences HICSS
American Conference on Information Systems AMCIS
Australian Conference on Information Systems ACIS
Pacific Asia Conference on Information Systems PACIS

still the final decision is made by senior managers. Thirdly, the theoretical framework and related
Hence, the role of organizational decision-makers propositions are developed. Finally, the
in Green IS adoption should not be ignored. implications of the study both for research and
Second, the importance of champions’ role in practice together with conclusion are discussed.
adopting organizational Green IT is already proven
2. PRIOR RESEARCH
in the literature [11]. In the context of Green IS

adoption studies in organizations, none of the
To conduct a comprehensive search for primary
studies investigated how the values and cognitions
studies on the Green IT adoption we examined both
of managers and champions can influence their
academic journals and conference proceedings. In
environmental ethical decision intention towards
terms of the academic journals. Table 1 exhibits the
the adoption of Green IS initiatives. The
list of reviewed journals and conference
importance of manager’s environmental attitudes
proceedings.
on corporate environmental responsiveness has
been already highlighted in the literature [12]. They Table 2 exhibits the theories and models applied
suggest that “managers who are aware of the in the reviewed studies on organizational Green
consequences of human-nature interaction and feel IT/IS adoption. It is obvious that most of the studies
compelled to take corrective actions, view are focusing on strategic and commercial
organizations as a field to materialize their imperatives as the drivers of Green IS adoption
environmental concerns, by making the appropriate while the level of analysis is organization itself
strategic decisions” [13]. Third, related to IT [15]. Decisions within the organizations may be
adoption, the influence of organizational made from economic, legal, or moral point of views
demographic factors such as age, gender, and [16]. Morality is defined as “interlocking set of
education level of senior executives on the adoption values, practices, institutions, and evolved
of IT has recently become the interest of this area psychological mechanisms that work together to
[14]. In the context of Green IS, there is no study suppress or regulate selfishness and make social life
examining the relationship between the managerial possible” [17]. The decision which is based on
characteristics of executives and their intention to morality is called moral decision-making or moral
adopt Green IS. judgment [18]. Gully, et al. [19] argue that in order
to meet the needs of the firm’s stakeholders
The rest of the paper is organized as follows.
including the natural environment, there should be
Firstly, the prior research are reviewed. Secondly,
a clearer and more explicit moral decision-making.
theoretical background of the study is presented.

338
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
Table 2: Theories and Models Used in Organizational Green IT/IS Adoption Studies
Theories and Models Example study

Organization-level theories
Institutional Theory Deng and Ji [20]
Natural-Resource-Based View of the Firm Deng and Ji [20]
Technology-Organization-Environment Zheng [21]
Transaction Cost Theory Nedbal, et al. [22]
Resource-Based-View Deng and Ji [20]
Advanced Model of Corporate Ecological Responsiveness Simmonds and Bhattacherjee [23]
Organizational Culture Theory Deng and Ji [20]
Organizational Motivation Theory Molla and Abareshi [24]
Corporate Ecological Responsiveness Yang, et al. [25]
Topology of Legitimacy Lin, et al. [26]
Stakeholder Theory Cai, et al. [27]
Belief-Action-Outcome Gholami, et al. [28]

Individual-level theories

Diffusion of Innovation Theory Nedbal, et al. [22]
Theory of Planned Behavior Pollard [29]
Norm Activation Model Lei and Ngai [30]
Elaboration Likelihood Model Dalvi Esfahani, et al. [31]
Motivation-Ability Theory Karanasios, et al. [32]
Utilitarian Theory Karanasios, et al. [32]
Belief-Action-Outcome Molla, et al. [7]
Theory of Reasoned Action Mishra, et al. [33]
Technology Acceptance Model Akman and Mishra [34]

Upper Echelon Psychological
Upper Echelon Characteristics Upper Echelon Values Intention to Adopt Green IS
Cognitive Base

Figure 1: Conceptual Model based on Upper Echelon Theory

Hence, it can be concluded that, while economic and proenvironmentally through activation of her
and legal imperatives are the obvious motives to moral obligation. And, the role of personal values
adopt new technologies, they are not the sole as the guiding principles in the individual’s life is
drivers of Green IS adoption in organizations. This discussed in values theory. We believe that the
claim is also in line with the study by Melville [2] synergy of these three theories and theoretical
who says “… distinctive characteristics of the frameworks (i.e., UET, NAT, and values theory)
environmental sustainability context, such as values would help us in understanding of the effect of
and altruism, affect intention to use and usage of proenvironmental beliefs and attitudes on the
Information Systems for environmental adoption of Green IS by organizational decision-
sustainability”. makers.
3. THEORETICAL FOUNDATION 3.1. Norm Activation Theory
The study’s conceptual framework is based on Norm activation theory (NAT), developed by
the upper echelons theory (see Figure 1). To answer Schwartz [35] in the context of altruistic behavior,
the abovementioned research questions, we draw has been widely applied to study various kinds of
upon norm activation theory (NAT) and the refined pro-social behavior [36]. Pro-social behavior refer
theory of basic individual values. The NAT to an act that can benefit other persons such as
explains how an individual behaves pro-socially helping, sharing, and proenvironmental behavior

339
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
[37]. In accordance to Schwartz [35], the NAT of the UET, NAM, and the refined theory of basic
posits three antecedents for predicting individuals’ individual values by Schwartz , et al. [41]. We
pro-social behaviors as, awareness of postulate that the attitudinal factors, consisting
consequences, ascription of responsibility, and beliefs, attitudes and norms influence individuals to
personal norms. Awareness of consequences is perform environmentally significant behaviors.
described as “whether someone is aware of the Based on the NAM, the immediate predictor of
negative consequences for others or for other things proenvironmental intention and behavior is
one value when not acting pro-socially” [37]. personal norm. Following the NAM, personal norm
Ascription of responsibility refers to “feelings of of an individual is activated by his/her awareness of
responsibility for the negative consequences of not consequences and ascription of responsibility. The
acting pro-socially” [37]. correlation among environmental attitudes and
proenvironmental behavior has been the focus of
According to NAT, the pro-social behavior of an
several studies in environmental psychology
individual is positively influenced by one’s
studies. As defined by Tarrant and Cordell [42]
personal norm. This mean “when one experiences a
environmental attitudes “describe the extent to
feeling of moral obligation to act pro-socially, one
which people evaluate beliefs about natural
will be motivated to engage in these pro-social
resources as desirable (i.e., as good or bad, positive,
behaviors to align with one’s value systems” [38].
or negative)”. In the environmental psychology
Personal norm of an individual is activated by one’s
studies, scholars differentiate general and specific
awareness of consequences and ascription of
environmental attitudes. General environmental
responsibility. This means when one feels the
attitudes describes the environmental orientation of
negative consequences of not acting pro-socially
individuals, while specific environmental attitudes
and their own responsibility of not acting pro-
are the attitudes towards issues related to the
socially, one will develop a high moral obligation
specific issue, its usage, and impact on the
to act pro-socially, i.e. personal norm. Furthermore,
environment [43].
one’s ascription of responsibility would be
promoted by awareness of consequences. This is Furthermore, according to the theory of reasoned
because only when people feel the negative action [44], the immediate predictor of actual
consequences, they are likely assign these behavior is the behavioral intention. Theory of
consequences to themselves and ascribe the planned behavior [45] proposes the behavior as a
responsibility. Otherwise, when they do not feel the function of a willingness to perform a behavior (i.e.
negative consequences, ascription of responsibility intention). Regarding the technology adoption in
is not likely to be developed. the literature, it is already asserted that the intention
to act is a better predictor of the actual behavior,
3.2. Values and the Schwartz Value System
than just merely evaluating the technology [46].
The Values Theory defines values as “desirable,
Huijts, et al. [47] asserted that by studying the
trans-situational goals, varying in importance that
intention, policy makers can benefit the early
serves as guiding principles in people’s lives” [39].
knowledge of how individuals will respond prior to
When individuals are asked to give judgment about
the actual observable behavior. Hence, it this study
stimuli like environment, people, and objects, they
we are going to study the determinant of managers’
often refer to their values as a rule [40]. Based on
intention to act towards the adoption of Green IS.
the previous studies on the Values Theory,
Figure 2 depicts the structure of the proposed
Schwartz and his colleagues [41] identified six
research framework graphically.
features of basic values as “(1) values are beliefs
linked inextricably to affect; (2) values refer to 4.1. Personal Norm
desirable goals that motivate action; (3) values As stated by Ajzen [45] and Schwartz [48], the
transcend specific actions and situations; (4) values individuals’ personal norms regarding the specific
serve as standards or criteria; (5) values are ordered behavior is their sense of personal responsibility or
by importance relative to one another; (6) the moral obligation towards engaging in that behavior.
relative importance of multiple values guides Undoubtedly, the environmental issues require the
action”. moral component of individuals and behaving
towards the environment responsibly [49].
4. THEORETICAL FRAMEWORK AND
Furthermore, Thøgersen [50] argued that
PROPOSITIONS
environmental issues should be belonged to moral
The research model of the study is developed
behaviors rather than economic ones, which instead
based on the extension of the conceptual model
of balancing costs and benefits, the environmental
depicted above (see Figure 1) through the synergy

340
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195

Figure 2: Research Model

behavior of individuals is assessed in terms of right likewise the study by De Groot and Steg [59]
or wrong. Across studies in various contexts, it has regarding the adoption of nuclear energy
found that personal norms are strongly related to technologies showed that the intention and behavior
behavioral intention, specifically the behaviors is strongly influenced by personal norms. In studies
including the moral dimension [51]. on adoption of alternative fuel vehicles (AFV) [60],
it has shown that the adopter of these eco-
In the environmental context, the link between
innovations exhibit significantly higher level of
personal norms and engaging in proenvironmental
personal norms than non-adopter. Furthermore,
behaviors in society has been found in several
Huijts, et al. [47] asserted that personal norms is the
studies. For example, it has found that there is a
most important predictor of intention to act pro-
link between personal norms and general PEBs
socially and pro-environmentally. Thus, regarding
[e.g., 52], and specific environmental behaviors
the adoption of Green IS we propose that the
such as conservation [e.g., 53], recycling [e.g., 54],
managers’ personal norm has a direct impact on
littering [e.g., 55], green commuting [e.g., 56], and
their intention towards adopting Green IS.
green purchasing [e.g., 57].
Therefore, we posit:
In contrast to the NAM, which assumes the
Proposition 1: Managers with higher level of
behavior is directly predicted by personal norms,
personal norms will be more likely intend to adopt
various studies shown that the influence of personal
Green IS.
norms on behavior is likely to be mediated by
intention towards the behavior if the intention is 4.2. Awareness of Consequences
added to the model [58]. It is also already showed Based on NAM, awareness of consequences
that personal norms towards taking an action is the (AC) refers to the individual’s beliefs regarding the
most important predictor of intention and behavior adverse consequences of one’s action towards
to act pro-socially and pro-environmentally [47], environmental problems. Empirical studies showed

341
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
that the individuals with beliefs that environmental saving electricity in the company and behaving
conditions threaten the things they value are more proenvironmentally. The positive impact of the
eager to act proenvironmentally. For example, in ascription of responsibility on the personal norms
the study by Eriksson, et al. [1] they have reported has already been proven in empirical studies on
that the willingness to car use is less in the pro-social and proenvironmental behaviors and
individuals with higher awareness of the adverse actions such as the adoption of energy technologies
consequences of using personal car for commuting. [47], eco-innovation adoption [60], willingness to
Furthermore, in the literature it has found that pay for park conservation [64], and conservation
awareness of adverse consequences is positively behavior [65]. Hence, in line with the NAM, and
related to proenvironmental behaviors. Nordlund following the empirical studies we expect that once
and Garvill [61] asserted that problem awareness the managers ascribe the responsibility to act to
(i.e. awareness of consequences) “should activate a reduce the environmental threats they are more
personal norm or a perceived moral obligation to intend to adopt Green IS and also more obliged to
act in order to protect environment”. If individuals behave proenvironmentally. Thus, we postulate
are aware of the adverse consequences of the that:
environmental conditions, they are more likely to
Proposition 3: The managers’ ascription of
develop moral obligation to behave
responsibility positively influences their (a)
proenvironmentally.
intention to adopt Green IS, and (b) personal norm.
In the study by Jansson, et al. [62] regarding the
Combining hypotheses 1, 3a, and 3b, we also
adoption and curtailment of eco-innovation, they
conclude that the personal norm of an individual
have reported the positive and significant influence
mediates the influence of one’s ascription of
of individuals’ awareness of consequences on their
responsibility on the intention to adopt Green IS.
personal norms to behave proenvironmentally. In
So, we also postulate the following hypothesis:
line with the context of Green IS adoption, we can
suggest that the more the managers are aware of the Proposition 3c: Personal norms mediate the effect
adverse consequences of the environmental of managers’ ascription of responsibility on their
conditions the more they are obliged to behave intention to adopt Green IS.
proenvironmentally and the more they are inclined
4.4. Green IS Attitude
to adopt Green IS. Hence, we surmise that:
Attitude is referred to as the degree to which an
Proposition 2: The managers’ awareness of individual assesses a behavior as favorable or
adverse consequences of the environmental unfavorable [44]. Based on Gholami, et al. [28] the
conditions positively influence their (a) intention to attitude is an affective characteristic of
adopt Green IS, and (b) personal norm. organization’s decision makers which measures to
what extent they are aware of and interested in
Combining hypotheses 1, 2a, and 2b, we also
Green IS. The organizations’ decision maker (i.e.
conclude that the personal norm of an individual
senior managers) play an important role in
mediates the influence of one’s awareness of
conveying the strategic importance of Green IS
consequences on the intention to adopt Green IS.
across the organization and in making resource
So, we also postulate the following hypothesis:
allocations [28]. To be particular, the positive
Proposition 2c: Personal norms mediate the effect attitude of organizations’ decision makers is
of managers’ awareness of consequences on their necessary for Green IS to be adopted successfully
intention to adopt Green IS. [28, 66]. Following the previous studies which
found that attitude is a strong predictor of intention
4.3. Ascription of Responsibility
to adopt information technologies [e.g., 67, 68] and
Another factor which may influence
Green IS use [51, 69-71], we state that:
proenvironmental behaviors is ascription of
responsibility, which based on Steg and Groot [63] Proposition 4: Managers’ Green IS attitudes will
reflects “the feelings of responsibility for the positively influence their intention to adopt Green
negative consequences of not acting” IS initiatives.
proenvironmentally.
4.5. Environmental Attitude
In the study by Zhang, et al. [38] they have General Environmental attitudes refer to general
reported that once the employees develop ascription beliefs on the relationships between humans and the
of responsibility regarding their electricity use, they environment. Stern [72] postulated that,
are more likely to develop a moral obligation of individuals’ with positive general environmental

342
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
attitudes “may significantly affect the environment Proposition 6a: The more the managers’ values are
through other behaviors, such as influencing the self-transcendence, the higher the level of their
actions of organizations to which they belong”. intention to adopt Green IS.
General environmental attitudes would motivate
Proposition 6b: the more the managers’ values are
these individuals to engage in proenvironmental
self-enhancement, the less the level of their
behaviors, especially when environmental decisions
intention to adopt Green IS.
involve tradeoffs among cost, benefits, risks and
social causations [73]. Prior empirical studies 4.7. Moderating Factors
reported the positive influence of managers’ general In the IS literature it has already been proven that
environmental attitudes on their intention towards socio-demographic variables such as age, gender,
proenvironmental and ethical behaviors [74], their education level are critical in understanding how
decision to practice specific environmental individuals make decision regarding the adoption of
initiatives [75], as well as engaging in corporate technologies [79], also in the business ethics
social responsiveness [76]. Following the above literature the importance of these variables on
discussion, we surmise that the general individuals’ ethical decision making has already
environmental attitude of managers will influence been proven [80]. In the literature it has been
their intention to adopt Green IS. Hence, we identified that people who behave more ethically
hypothesize that: and are more ecologically responsible are female
[81], older [82], and well-educated [83]. Thus, we
Proposition 5: The more deeply rooted managers’
surmise that the managers’ demography such as
general environmental attitudes, the higher the
age, gender, and education level can moderate the
level of their intention to adopt Green IS.
relationships between their psychological cognitive
4.6. Personal Values factors and personal values, and their intention to
Bansal and Roth [77] in their article suggest that adopt Green IS.
managers’ personal values influence their discretion
4.7.1. Age
to behave proenvironmentally because (a) values
A number of researchers investigated the
aid managers to differentiate important and
relationship between age and environmental
unimportant signals, (b) values may encourage
sustainability commitment. Some scholars reported
organizational members and specifically decision-
the significant correlation among age and
makers to champion ecological responses, and (c)
environmentalism [84]. For example in the study by
managers are more likely to change the way their
Jain and Kaur [85], they have reported that frugality
firm operates, if that change is in line with their
and conservative lifestyle is associated with older
personal values. Grojean, et al. [78], asserted that
age. Tilikidou [84] reported that people with the
values have a significant influence on
age 55-60 years are more tend to engage
organizational behaviors including organizational
proenvironmental purchasing behaviors, while the
ethics.
individuals having the age 25-35 showed strong but
We expect that different types of values would unstable concern. Abeliotis, et al. [81] suggested
affect managers’ intention to adopt Green IS. Based that there is a positive link between individuals’ age
on work of Schwartz and his colleagues [41] in the and proenvironmental behavior, as their age
structure of values and on the empirical studies increases their engagement in proenvironmental
[76], we identify two types of value orientations activities like “reduce, reuse, recycle” also
that are expected to explain the variations of increases. In the field of Green IT, Molla, et al. [7]
intention to adopt Green IS. Self-transcendence reported that there is a significant correlation
values, which emphasize the acceptance of others between age and proenvironmental IT practicing,
as equal and concerns the welfare of the individual and they found that young IT professionals are
and the others, are expected to positively influence more towards practicing IT proenvironmentally.
the managers’ intention. Self-enhancement values, Following the discussion above, we posit that:
which emphasizing pursuing one’s own interest and
Proposition 7: The age moderates (a) awareness of
the dominance over others, are expected to
consequences-intention path, (b) personal norms-
negatively influence the managers’ intention to
intention path, (c) ascription of responsibility-
practice and adopt Green IS. Therefore, we
intention path, (d) Green IS attitude-intention path,
postulate that:
(e) environmental attitude-intention path, (f) self-
transcendence-intention path, and (g) self-

343
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
enhancement-intention path, stronger for younger studies reported the negative correlation between
managers. education level and proenvironmental behaviors,
most of the scholars reported that there is a
4.7.2. Gender
significant positive relationship between the
In the environmental psychology literature mixed
individuals’ education level and their
results are reported about the relationship between
proenvironmental behaviors [83]. Regarding
gender and proenvironmental behaviors. For
proenvironmental IT practicing and Green IT
example, in the study by Schultz, et al. [86] they
behaviors, Molla, et al. [7] reported that the IT
have reported that gender is not predicting the
professional with undergraduate or below education
attitude towards the environment. Further, it has
were tend more towards practicing IT
reported that there is no difference between males
proenvironmentally. Following the discussion
and females regarding committed
above, we posit that:
environmentalism [85], or the opinions regarding
the seriousness of climate change or engaging in Proposition 9: The education level (a) awareness of
“reduce, reuse, recycle” activities [81]. However, consequences-intention path, (b) personal norms-
some researchers reported the significant difference intention path, (c) ascription of responsibility-
in proenvironmental behaviors because of gender intention path, (d) Green IS attitude-intention path,
difference. For example in the study by Iyer and (e) environmental attitude-intention path, (f) self-
Kashyap [87], they have reported that females have transcendence-intention path, and (g) self-
“more favorable attitudes towards the environment enhancement-intention path, for well-educated
and recycling and were more likely to engage in managers.
environmentally friendly and recycling behaviors”
5. DISCUSSION
than males. Further, Ngo, et al. [88] reported that
Regarding the research and practice
females pay more attention to greenhouse gas
contributions, we offer implications for Green IS
(GHG) reduction activities than males. “Women are
literature and the organizations who wishing to
more likely to characterize global climate change as
maintain high levels of environmental
the most important environmental issue than men”
responsiveness.
[81]. Regarding the proenvironmental IT practices
and Green IT behaviors Molla, et al. [7] reported 5.1. Implications for Research
the better behavior of males than females however, The contributions to Green IS literature are three-
in their model there were no difference in path pronged. First, it represents one of the first studies
coefficient between males and females. Based on focusing on the influence of personal values,
the discussion above, it leads to: norms, and attitudinal factors on the behavior of
individual decision makers towards the adoption of
Proposition 8: The gender moderates (a)
Green IS. We made an original contribution in
awareness of consequences-intention path, (b)
defining a model for Green IS adoption. The
personal norms-intention path, (c) ascription of
heightened importance of corporate ecological
responsibility-intention path, (d) Green IS attitude-
responsiveness has generated a body of research on
intention path, (e) environmental attitude-intention
the adoption of Green IS initiatives. However, the
path, (f) self-transcendence-intention path, and (g)
proenvironmental behaviors of organizations’
self-enhancement-intention path, stronger for
decision makers have been a missing piece of
female managers.
adoption puzzle. Second, this study extends the
4.7.3. Education Level existing research on the decision-making process of
The correlation among ethical decision making managers to adopt Green IS. Prior studies within
and the educational level of individuals has been this area have investigated the influence of some
studied in the literature related to business ethics. factors on practicing Green IS initiatives [28].
The results regarding the influence of education However, these studies examined the adoption of
level on ethical decision making is mixed which Green IS from the perspective of factors arise from
some scholars reported the significant influence of the cost-benefit tradeoffs [2], and they are largely
educational level while others argue the silent about the influence of personal values, beliefs
insignificant impact of educational level on ethical and norms on the decision-making process. This
decision making process. In the literature related to study provided a theoretically grounded lens
environmental psychology the large amount of through which to better understand the activators of
studies investigated the influence of education on managers’ moral behavior to integrate Green IS in
environmental consciousness. However, the results their organizational business processes. Finally, by
that are reported are inconclusive. Although, some addressing the aforementioned research gap, this

344
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
study serves as a call to the IS literature to highlighted the importance of environmental beliefs
incorporate values, beliefs, and norms into their and norms on the decision-making process of
model of individual level decision-making toward mangers to practice these Green initiatives. More
contemporary innovation adoption. By enriching specifically, utilizing the upper echelon theory we
our understanding of the influence of values and have investigated how personal values,
attitudinal factors on the decision-making process, psychological cognitive base, and demography
the model sheds light on how managers would characteristics influence the proenvironmental
intend to diffuse IS initiatives in their organizations behavioral intention of managers to adopt Green IS.
for the purpose of environmental sustainability. To the best of our knowledge, the proposed model
is the first attempt to synthesize theoretical
5.2. Implications for Practice
underpinning to investigate the individual-level
This study also provides practical implications
adoption of Green IS by considering ethical and
for organizations wishing to develop or maintain
moral behavior of organizational decision-makers.
high levels of ecological responsiveness. The
This study made an original contribution by
significance of the influence of personal values,
developing the research model and the factors that
beliefs, and attitudinal factors on the ethical-
constitute it. We hope that the study proposes the
decision making suggest that considerable attention
general theoretical framework which sets the stage
should be given to the personality of top managers
for future research on Green IS and triggers
with environmental sustain abilities. Corporations
research for further research in this emerging IS
aiming at enhancing environmental sustainability
paradigm.
would achieve better outcomes if they screen
candidates for environmental management REFERENCES:
positions on the basis of their proenvironmental [1] L. Eriksson, J. Garvill, and A. M. Nordlund,
behaviors and beliefs. Furthermore, organizations "Acceptability of travel demand management
should support more the initiatives focusing on measures: The importance of problem
increasing the environmental awareness of awareness, personal norm, freedom, and
managers. The seminars with the area of fairness," Journal of environmental
environmental sustainability and ecological events psychology, vol. 26, pp. 15-26, 2006.
are the two example of that end. Also, this study [2] N. P. Melville, "Information systems
brings to the attention of organization managers the innovation for environmental sustainability,"
separate roles that IS can play to pursuit ecological MIS Q., vol. 34, pp. 1-21, 2010.
sustainability in organizations and their processes. [3] N. Opitz, H. Krüp, and L. M. Kolbe,
This differentiation helps organizations to find the "Environmentally Sustainable Business
right position for IS in their green business Process Management – Developing a Green
strategies. BPM Readiness Model," in Pacific Asia
Conference on Information Systems
As Trevino [13] postulated that “most managers
(PACIS), 2014, p. Paper 12.
will look outside themselves for cues about what is
[4] N. J. Allen and J. P. Meyer, "The
right (appropriate) behavior and what is wrong
measurement and antecedents of affective,
(inappropriate) behavior”, the findings of this study
continuance and normative commitment to
would interest managers as they intend to promote
the organization," Journal of occupational
environmentally and ethically sound decision
psychology, vol. 63, pp. 1-18, 1990.
making.
[5] M. D. Esfahani, A. A. Rahman, and N. H.
Finally, by integrating the individual factors, and Zakaria, "Green IT/IS Adoption as Corporate
issues into organizational ethics and environmental Ecological Responsiveness: An Academic
behavior models, researchers may begin to Literature Review," Journal of Soft
understand the process of judgments and decision- Computing and Decision Support Systems,
makings of our society’s most influential decision- vol. 2, pp. 35-43, 2015.
makers – the individuals who through their daily [6] S. Seidel, N. Székely, and J. vom Brocke,
work decisions within the organizations, contribute "Green IS: Are We Still Thinking in Mere
to the sustainability of the natural environment. Economic Imperatives or Are We Striving
for Eco-Effectiveness?," in Twenty First
6. CONCLUSION
Americas Conference on Information
In light of the growing concern of Green IS as a
Systems (AMCIS), Puerto Rico, 2015.
strategic approach augmenting business processes
[7] A. Molla, A. Abareshi, and V. Cooper,
to enhance their environmental sustainability, we
"Green IT beliefs and pro-environmental IT

345
Journal of Theoretical and Applied Information Technology
20th June 2016. Vol.88. No.2
© 2005 - 2016 JATIT & LLS. All rights reserved.

ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
practices among IT professionals," [19] A. Gully, L. Stainer, and A. Stainer,
Information Technology & People, vol. 27, "Responsible business decisions: an
pp. 2-2, 2014. over‐arching framework," Journal of Public
[8] M. D. Esfahani, A. A. Rahman, and N. H. Affairs, vol. 6, pp. 185-196, 2006.
Zakaria, "The Status Quo and the Prospect of [20] Q. Deng and S. Ji, "Organizational Green IT
Green IT and Green IS: A Systematic Adoption: Concept and Evidence," in Twenty
Literature Review," Journal of Soft First Americas Conference on Information
Computing and Decision Support Systems, Systems (AMCIS), Puerto Rico, 2015.
vol. 2, pp. 18-34, 2015. [21] D. Zheng, "The Adoption of Green
[9] D. C. Hambrick, "Upper echelons theory: An Information Technology and Information
update," Academy of management review, Systems: An Evidence from Corporate
vol. 32, pp. 334-343, 2007. Social Responsibility," in Pacific Asia
[10] J. Liedtka, "Organizational value contention Conference on Information Systems (PACIS
and managerial mindsets," Journal of 2014), 2014, p. Paper 237.
Business Ethics, vol. 10, pp. 543-557, 1991. [22] D. Nedbal, W. Wetzlinger, A. Auinger, and
[11] H.-S. Jung, Y. Kim, and J. A. An, "Effects of G. Wagner, "Sustainable IS Initialization
the Internal and External Factors of Small Through Outsourcing: A Theory-Based
and Mediumsized Corporations on Green Approach," in Proceedings of the
Management Performances through the Seventeenth Americas Conference on
Establishment and Utilization of Information Information Systems, Detroit, Michigan,
Systems and Building Relationships for 2011.
Information and Knowledge," in [23] D. M. Simmonds and A. Bhattacherjee,
Proceedings of the Seventeenth Americas "Green IT Adoption and Sustainable Value
Conference on Information Systems, Detroit, Creation," in Twentieth Americas
Michigan, 2011. Conference on Information Systems,
[12] R. Gifford, C. Kormos, and A. McIntyre, Savannah, 2014.
"Behavioral dimensions of climate change: [24] A. Molla and A. Abareshi, "Organizational
Drivers, responses, barriers, and Green Motivations for Information
interventions," Wiley Interdisciplinary Technology: Empirical Study," Journal of
Reviews: Climate Change, vol. 2, pp. 801- Computer Information Systems, vol. 52, pp.
827, 2011. 92-102, Spring2012 2012.
[13] L. K. Trevino, "Ethical decision making in [25] X. Yang, Y. Li, and C.-H. Tan, "Drivers for
organizations: A person-situation Green IT in Organizations: Multiple Case
interactionist model," Academy of Studies in China and Singapore," in PACIS
management Review, vol. 11, pp. 601-617, 2013 Proceedings, 2013.
1986. [26] Y.-L. Lin, Y. S. O. Yang, and C. Hsu,
[14] Y. K. Dwivedi and B. Lal, "Socio-economic "Building Legitimacy for Green IS
determinants of broadband adoption," Innovations in Taiwan," in PACIS 2013
Industrial Management & Data Systems, vol. Proceedings, 2013.
107, pp. 654-671, 2007. [27] S. Cai, X. Chen, and I. Bose, "Exploring the
[15] B. Kuo and G. Dick, "Organizational Green role of IT for environmental sustainability in
IT: It seems the bottom line rules," in China: An empirical analysis," International
Proceedings of the Sixteenth Americas Journal of Production Economics, vol. 146,
Conference on Information Systems, Lima, pp. 491-500, 12// 2013.
Peru, 2010. [28] R. Gholami, A. B. Sulaiman, T. Ramayah,
[16] J. R. Boatright, Ethics and The Conduct of and A. Molla, "Senior managers’ perception
Business, 6/e: Pearson Education India, on green information systems (IS) adoption
2000. and environmental performance: Results
[17] J. Haidt, "Morality," Perspectives on from a field survey," Information &
psychological science, vol. 3, pp. 65-72, Management, vol. 50, pp. 431-438, 11//
2008. 2013.
[18] R. K. Kana "Moral Decision-Making," in [29] C. Pollard, "Applying the Theory of Planned
Encyclopedia of Child Behavior and Behavior to Individual Computer Energy
Development, S. Goldstein and J. Naglieri, Saving Behavioral Intention and Use at
Eds., ed: Springer US, 2011, pp. 967-967. Work," in Twenty First Americas

346