Green Awareness Rating Scale (GARS) Development to Extend TAM

Green consumption is one of the key solutions sought by organizations, policy makers and governments to promote sustainability and deal with environmental issues. Surprisingly, in the research discipline sustainability effects of consumer’s green literacy on purchase decision of green product is ignored rather most of the studies address the green feature of product and their impacts on consumer’s perception [1]. This paper is subsequent paper to our previous paper “Conceptualizing green awareness as moderator in TAM for acceptance of green IS/IT”. In this paper the green awareness rating scale (GARS) is conceptualized by critically reviewing the existing green literacy scale to develop a scale with more dynamic predictability towards consumer’s green literacy. Development of this scale will help further extending the TAM to test the effectiveness of the model in Green IS/IT adoption study. This paper contributes to the existing knowledge in the science of information systems, study of green/eco scales, mapping users’ intention to adopt Green IS/IT and sustainability by designing green awareness rating scale for users and conceptualizing a theoretical framework for a green scale to measure overall green awareness of consumer which later incorporating the scale in Technology Acceptances model to map its role as a moderator.