Abstract
Over the past several years, green information technology becomes an important contributor to creating a sustainable society by simultaneously promoting environmental protection and economic development. Therefore, the objective of this research is to examine the moderating role of personal values (Self-Transcendence and Self-Enhancement) on the antecedents of managers’ intention to adopt green information technology (GIT) utilizing norm activation. The survey method was employed. The questionnaire was distributed targeting managers at the University of Thi-Qar. With 102 valid questionnaires in hand, the collected data were analyzed using the partial least squares structural equation modeling technique. To analyze the data, partial least squares structural equation modeling (PLS-SEM) was used. The results indicated that the personal norm of managers influenced their intention to adopt GIT. While the awareness of consequences and ascription of responsibility are influencing the intention, the analyses revealed that they are mediated by the personal norm. Additionally, the moderating role of Self-Transcendence and Self-Enhancement were analyzed, and the results showed that the managers with more orientation towards self-transcendence values have a higher intention to adopt GIT. Based on the results, implications about how to motivate managers to adopt GIT were discussed.
