Abstract
As digital technologies become increasingly embedded in higher education, promoting environmentally responsible computing practices has become an important sustainability and management concern. This study applies the Norm Activation Model (NAM) to examine green computing behavior among university students in Tanzania. Drawing on responses from 868 students across science, education, and business programs, the study investigates how Awareness of Consequences, Ascription of Responsibility, and Personal Norms influence green computing behaviors. Hierarchical regression analysis was used to assess both the explanatory power of the NAM variables and the selective moderating roles of gender and academic program. Findings reveal that both awareness and responsibility significantly predict personal norms, which in turn strongly influence sustainable computing behavior. Personal norms emerged as the strongest predictor, while gender and academic program exerted selective moderating effects across specific model pathways. The study extends NAM into the digital sustainability domain and offers practical implications for universities seeking to promote responsible ICT use through curriculum design, targeted awareness initiatives, and context-sensitive institutional interventions.
Recommended Citation
Wilson, Victor G.
(2026)
"From Awareness to Action: Exploring the Behavioral Gap in Green Computing Among Surveyed University Students in Tanzania,"
Business Management Review: Vol. 29:
No.
1, Article 3.
Available at: https://doi.org/10.56279/bmrj.v29i1.1039
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