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Green it self-efficacy: a point to ponder?

Green Information Technology (IT) is the study of environment friendly practices in the IT context. Science and technology has brought in many benefits over the years but we failed to see the environmental degradation that is happening due to anthropogenic activities. In recent times, there exists an enthusiasm in sustainable activities among people but its relationship with their day to day work is not that clear. Literature also shows high rates of awareness in the green IT. But the translation of awareness to practice is hardly limited to only 1/4th of the population of practioners. This paper attempts to explore this translation in terms of self-efficacy of an individual. The study attempts to understand the efficacy of the public towards Green IT practices. The study can help policy makers and managers understand the psychological feelings people associate to Green IT activities and rightly promote application of these activities. Thereby, increasing the translation from mere awareness of activities to implementing them as activities. Results suggest social persuasion largely affects the green IT self-efficacy of an individual followed by vicarious experience and emotional state. The results specify high importance on promotion of Green IT initiatives to lure people thereby initiating persuasion among individuals. Self-efficacy drives people to practice activities pertaining to it.