FACTORS AFFECTING CONSUMERS’ INTENTION TO BUY GREEN IT GOODS

Nowadays various electronic products as a result of technological developments are produced and used. all these electronic products lead to an increase in environmental problems. previous research revealed that 3 percent of the total world waste were generated by the electonic waste and carbon dioxide emissions and 2 percent of it were generated by the information technology. the increase in environmental problems and the impacts of electronic products on environment have led to the raise of green it’s importance. in this context, this study aims at determining the factors which affect the college students’ technological products’ preferences in green it and then the impact levels of these factors. in this vein, 221 college students from yalova university were reached. data were collected by these students via a face-toface survey method and these data were analyzed through some statistical programs. according to the results, it was found that the factor of individual effect had no impact on buying intention whereas other factors such as collectivism, self-identity and habits influenced on the purchase intention of green it.