A Study Of Perception Factors That Affect Green It Behavior Completed Research

The pressure of environmental sustainability and the introduction of strict transnational and local environment laws, regulations and targets have catalyzed the emergency of GIT. GIT on individual level can be achieved through environmentally responsible consumption behavior in purchasing, consuming and disposing of IT products and services without damaging the environment. This research aims to investigate the GIT behavior of young consumers including their day-to-day GIT practices, and buying behavior of computer devices and streaming services. The findings show that: 1) Understanding of GIT knowledge has a positive influence on PBC, 2) Consumer's PBC has a positive influence on GIT behavior and 3) The communication strategy has a positive influence on PBC and understanding of GIT knowledge. Research results also show that young consumers' buying and subscribing decision are strongly influenced by factors such as appearance, features, content and price.