Understanding green IT adoption: TAM and dual-lens of innovation resistance

The escalating environmental impact of IT products in Gulf Cooperation Council (GCC) countries, particularly Saudi Arabia, has prompted the exploration of specific green IT adoption practices, such as the use of energy-efficient computers, renewable energy-powered devices, and electronics with sustainability certifications. However, existing theoretical models often overlook aspects of long-term usage and resistance to technology adoption. To bridge this gap, this study integrates the widely recognized Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT) to understand the drivers and barriers affecting consumers’ intention to adopt green IT products. Cross-sectional data were collected from 237 consumers using an online survey. Variance-based structural equation modeling (SEM), specifically partial least squares (PLS)-SEM analysis, was employed. The results underscore the importance of perceived ease of use and usefulness as key drivers of adoption intention. Simultaneously, active innovation resistance, encompassing usage, value, and risk factors, and passive innovation resistance, linked to image and traditions, emerged as significant barriers. Increased passive barriers underlined the necessity for particular approaches to overcome them. Using acceptance and resistance theories, this research has improved our knowledge of IT adoption dynamics. This study helps practitioners promote green IT adoption by emphasising user-friendly design and passive resistance. We discuss the study’s limitations and advise additional research.

海湾合作委员会（Gulf Cooperation Council, GCC）成员国，尤其是沙特阿拉伯，其IT产品日益加剧的环境影响，推动了对特定绿色IT采纳实践的探索，例如使用节能计算机、可再生能源供电设备以及带有可持续性认证的电子产品。然而，现有理论模型往往忽视了长期使用以及技术采纳抵触相关的维度。为弥补这一研究空白，本研究整合了广受认可的技术接受模型（Technology Acceptance Model, TAM）与创新抵触理论（Innovation Resistance Theory, IRT），以探究影响消费者采纳绿色IT产品意向的驱动因素与阻碍因素。本研究通过线上问卷向237名消费者收集了横截面数据，并采用基于方差的结构方程模型（Structural Equation Modeling, SEM），具体为偏最小二乘结构方程模型（Partial Least Squares-SEM, PLS-SEM）分析方法。研究结果凸显了感知易用性与感知有用性作为采纳意向核心驱动因素的重要性。与此同时，涵盖使用、价值与风险维度的主动型创新抵触，以及与形象、传统相关联的被动型创新抵触，均被证实为显著的阻碍因素。被动型抵触的凸显，也说明需采用针对性策略以破解此类阻碍。本研究借助接受与抵触理论，深化了学界对IT采纳动态机制的认知。本研究通过强调用户友好型设计与被动型抵触治理，可为从业者推动绿色IT采纳实践提供参考。最后，本文探讨了本研究的局限性，并对后续研究方向提出建议。