The Green–Digital Nexus in Higher Education: Responsible Consumption and Digital Readiness as Complementary Pathways to Green Office Behavior

Arie Indra Gunawan(1*), Rivan Sutrisno(2), Miftakul Huda(3),

(1) Politeknik Negeri Bandung
(2) Politeknik Negeri Bandung
(3) Universitas Pelita Bangsa
(*) Corresponding Author

Abstract


Universities are strategic settings for connecting green and digital transitions, yet limited evidence explains how environmental orientations and digital capabilities jointly shape everyday campus practices. This study examines the mechanisms on the Theory of Planned Behavior, it proposes that responsible consumption supports favorable attitudes toward sustainable practices, whereas digital readiness strengthens perceived behavioral control; both mechanisms subsequently shape intention. Data were collected through a cross-sectional survey of 387 campus users at an Indonesian public vocational higher education institution. The model was tested using covariance-based structural equation modelling and 5,000 bootstrap resamples. Responsible consumption was strongly associated with attitude, while digital readiness showed a comparably strong association with perceived behavioral control. Attitude and perceived behavioral control contributed almost equally to intention. The model explained 77.5% of the variance in intention and 79.7% in behavior. Environmental awareness showed only a modest association with intention and no significant indirect association with behavior. These findings support a Green–Digital Nexus in which responsible consumption makes sustainable practices worth undertaking, while digital readiness makes them appear feasible. 


Keywords


Twin Transition; Responsible Consumption; Digital Readiness; Perceived Behavioral Control; Green Office Behavior JEL Code: D910

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DOI: http://dx.doi.org/10.33019/ijbe.v10i4.1636

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Integrated Journal of Business and Economics is licensed under a Creative Commons Attribution 4.0 International License.