Antecedents of the responsible acquisition of computers behaviour: Integrating the theory of planned behaviour with the value-belief-norm theory and the habits variable.

Abstract

The responsible behaviour of consumers that purchase green computers is a form of sustainable consumption, as green computers use less energy resulting in less CO2 emissions and the use of fewer toxic metals and materials during their production. The research question is how to encourage such behaviour. Although prior research has provided some answers by investigating the antecedents of the behaviour, it has done so through a piecemeal approach from the angles of the theory of planned behaviour (TPB), the value-belief-norm (VBN) theory, and habits. The present research aims to investigate the antecedents of the responsible acquisition of computers behaviour (RACB) among Malaysian consumers by integrating the TPB and the VBN theory with the habits variable. Hypotheses and a research framework were developed based on these theories and a survey questionnaire was used to collect information on the green computer purchase behaviour of computer owners aged 17 and over in Malaysia. A total of 1,000 usable surveys were completed and structural equation modelling was used to analyse the data collected. The findings reveal that the TPB, the VBN theory, and the habits variable can be integrated to explain RACB, which is formed when biospheric values trigger subjective norms that subsequently result in the formation of habits that lead to intentions of acquiring green computers and RACB. The study's findings show that although personal norms do not affect RACB, subjective norms affect ascriptions of responsibility, personal norms, and RACB. The findings provide insights to policymakers, NGOs, manufacturers, and marketers that can assist them in designing strategies for the effective promotion of RACB.