Conceptualising Green Awareness as Moderator in Technology Acceptance Model for Green IS/IT

Green Information System/Technology adoption is one of the key solutions sought by organisations, policy makers and governments to promote sustainability and deal with environmental issues. Surprisingly, in the research discipline of management information systems measuring the intention of decision maker to adopt Green IS/IT is ignored while only a few studies address the issue of Green IS/IT adoption. But these studies are mostly done in organisational manner and consistently lack to conceptualise the role of Green Awareness or environmental literacy of the end user that may play the role of the facilitator to such adoption models and can significantly moderate the relationship of users' cognitive and behavioural intention factors in decision making process of adopting Green IS/IT. To fill this gap in the Green IS/IT literature, this paper conceptualise the role of Green Awareness as a facilitator by incorporating a subjective green awareness rating scale as a moderator in Technology Acceptance Model. This paper contributes to the existing knowledge in the science of information systems, mapping users' intention to adopt Green IS/IT and sustainability by conceptualising green awareness rating scale for users and a theoretical framework of incorporating the scale in Technology Acceptances model to map its role as a moderator.