KURKOON ET AL. ENVIRONMENTAL AWAENESS IN IT ADOPTION ... 595 Environmental Awareness in Information Technology Adoption and Consumer Intention to Support Green Businesses: Research Agenda for Empirical Study Pakvalit Kurkoon pakvalit_k@mail.rmutt.ac.th Faculty of Business Administration, Rajamangala University of Technology Thanyaburi Thanyaburi, Pathum Thani, Thailand Daranee Pimchangthong daranee_p@rmutt.ac.th Faculty of Business Administration, Rajamangala University of Technology Thanyaburi Thanyaburi, Pathum Thani, Thailand Veera Boonjing kbveera@kmitl.ac.th International College, King Mongkut's Institute of Technology Ladkrabang Ladkrabang, Bangkok, Thailand Abstract This agenda scrutinizes the individual perspective and awareness of environmental impact when purchasing and using IT products, the influence of society on IT-product use, the individual’s attitude towards green-imaged businesses and the influence of green-imaged business policies. This study referenced communication theories and information system success models as the basis to break down the framework into three phases; Green IT Introduction, Green Individual Acceptance and Green Organizational Impact. This agenda suggests that a consumer will purchase or use environmentally friendly IT products if he/she acknowledges the benefits of protecting and preserving the environment while being willing to spend more money and time, accept reduced product capability and understand the meaning of eco-labels. In addition, the role that peers and superiors play in individual decisions and awareness of which behaviors damage the eco-system are also elements. Moreover, how willingness to purchase or use green IT product leads to the support of green-imaged businesses. Keywords: Green IT, Green IT adoption, Green IT product, Green business, Green image, Green reputation, Green consumer, Environmental policy, Green policy 1. Introduction Today environmentalists and researchers from various study areas are aware of the connection between information technology (IT) product consumption (usage, purchase, and discard) and its adverse impact on the environment, which means researcher scrutiny of green IT/IS (information system) is increasing rapidly. However, some research topics, such as how individual green IT adoption impacts an individual’s intention to support green-imaged businesses; and how environmental policies (e.g., energy saving) of a workplace impact an individual, still need to be investigated. Furthermore, establishing sustainable development in society is a goal for public and private organizations [1, 2], but cannot be accomplished without consumer awareness and cooperation. Although most consumers understand the environmental problems facing us, some do not know which product is eco-friendly [3]. This fact illustrates that more investigation in the environmental awareness of consumers when adopting IT is needed. Therefore, this work has two foci; (1) to investigate perspectives and environmental awareness of consumers regarding their IT product purchasing behavior, knowledge of green IT products adoption/consumption, and environmental awareness within the social sphere, and (2) to identify the factors that act as catalysts in the increased awareness of green purchase and use of IT products and intention to support businesses that have green image resulting from consumer sentiment. The result of this agenda is the framework that has the ability to predict the promulgation of sustainable development brought to you by CORE View metadata, citation and similar papers at core.ac.uk provided by AIS Electronic Library (AISeL)