A Conceptual Framework for Individual Green Information Technology Consumption and its Impact

  • Pakvalit Kurkoon University of Technology Thanyaburi, Faculty of Business Administration, Pathumtani, Thailand
  • Daranee Pimchangthong Rajamangala University of Technology Thanyaburi, Faculty of Business Administration, Pathumtani, Thailand
  • Veera Boonjing King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand


The purpose of this paper is to develop a conceptual framework that examines consumers regarding their purchasing behavior, environmental awareness and knowledge of attributes of the green IT product, opinion leaders, the increasing of awareness of organizations’ eco-strategies, and green marketing. The framework is based on Diffusion of Innovation (DOI), Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and literature on opinion leaders, environmental concerns, G-Readiness, and green marketing. The result draws ten propositions. There are ten constructs which are Relative advantage, Noticeability, Social influence, Price-value, Opinion leader, Environmental concern, Attitude toward green IT, Green IT use, an Perceived green business encouragement, and Perceived increasing of green marketing. This framework renders an idea for researchers and practitioners to further investigate green IT consumption and its impact on organizations. The framework shows that organizations should monitor the increase of green consumption and improve their green strategy.


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Author Biography

Pakvalit Kurkoon, University of Technology Thanyaburi, Faculty of Business Administration, Pathumtani, Thailand

Pakavalit Kurkoon is a Ph.D. student of the business administration faculty at the Rajamangala University of Technology Thanyaburi (RMUTT), Thailand. He received his BS degrees in information technology and MS degrees in management of information system from the RMUTT in 2009 and 2011. This is his first paper. His current research interests include environmental impact, business management, information systems, social science, and computer viruses.


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How to Cite
KURKOON, Pakvalit; PIMCHANGTHONG, Daranee; BOONJING, Veera. A Conceptual Framework for Individual Green Information Technology Consumption and its Impact. Journal of Business & Management (COES&RJ-JBM), [S.l.], v. 3, p. 388-396, june 2018. ISSN 2306-7179. Available at: <http://centreofexcellence.net/index.php/JBM/article/view/jbm.2015.3.3.388.396>. Date accessed: 15 oct. 2019.