Adoption of green IT in Pakistan: a comparison of three competing models through model selection criteria using...

The growing adverse impact of IT products in developing countries like Pakistan is increasing, seeking academicians' and practitioners' attention to adopt green IT products in Pakistan. In this regard, several researchers provided different independent theoretical models for adopting green IT, but which model fits best in the scenario is still vague. Therefore, this study used three well-developed competing models: the technology acceptance model, the unified theory of acceptance and use of technology, and the decomposed theory of planned behavior to investigate green IT adoption in Pakistan. For this purpose, data were collected through a survey method using a purposive sampling technique, and partial least squares structural equation modeling (PLS-SEM) was used to analyze three competing models. Using the PLS model selection criteria along with standard model selection criteria, the results suggested that the decomposed theory of planned behavior (DTPB) is the most parsimonious and has the best explanatory and predictive power than other available alternative theoretical models. Moreover, the study identified different significant factors affecting consumers' intention to adopt green IT products in Pakistan. The theoretical and practical implication of this study is discussed. In the final section, limitations and future directions are elaborated.