2020 International Conference on Computational Intelligence (ICCI)
8-9 October 2020 • Universiti Teknologi PETRONAS (UTP)
The Pro-environmental Behaviour and the Effect of
COVID-19 Pandemic in Malaysia on Green IT
Practices
Assoc. Prof. Kesava Rao Alla, Prof. Dr. Zainuddin Hassan
Chancellery, Department of Information System,
MAHSA University, University Tenaga National,
Saujana Putra, Malaysia Putrajaya, Malaysia
alla@mahsa.edu.my zainuddin@uniten.edu.my
Abstract— The COVID-19 pandemic has caused disruption
to human life throughout the world in 2020. This virus has
recorded above 21 Million infected cases and 750,000 deaths by
early August 2020 [7]. As there is no cure and vaccine available
yet, this unprecedented infectious virus is still claiming its toll
on daily basis. The year 2020 will be remembered throughout
the world for the pandemic and is the same in Malaysia too.
Malaysia observed stringent movement control orders (MCO)
by locking down the economy from March 18th, 2020. This has
greatly reduced the carbon emissions by commercial/
educational entities throughout the country. At the same time,
since people were required to stay home and the use of
communication and work channels through digital platforms
escalated, it has caused the surge in the residential network and
energy demand to the peak. The online meetings and the Direct-
to-Home (DTH) connections caused enormous load on the
network infrastructure and the related energy surge. This study
is an attempt to study the effects of pro-environmental
behaviour and the Green IT practices during the lockdown
period through applying the Protection Motivation Theory
(PMT). Our research indicated that the constructs of PMT has
the significant capability to define the pro-environmental
behaviour in the individuals. The PMT constructs, ‘self-
efficacy’ and ‘response-efficacy’, along with the extrinsic and
intrinsic rewards of intentions can derive pro-environmental
behaviour in the given circumstances related to this study.
Keywords— Green IT, Pro-environmental behaviour, COVID-
19, Protection Motivation Theory
I. INTRODUCTION
The energy demand for ICT is growing substantially along
with the technological dependence that humankind is
fascinated with since 20th Century [1]. According to Moore's
Law, the processing power of microchips is doubling every
18-24 months and the life has become literally “online” from
home entertainment to office work to corporate
communications. Information Technology (IT) contribution
to global carbon footprint was measured as 2.6% and expected
to reach an astounding 6% by the end of 2020 [31]. At the
same time, IT has a potential to control the overall Greenhouse
Gases (GHG) due to its technological advantage and could
steer green growth to assist disassociation of ecological
damages [2]. Any effort invested to reduce the IT energy
demand not only limits to that particular segment but also has
a potential to assist the global carbon footprint which is called
sustainable computing or green computing or Green IT [1].
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Assoc. Prof. Dr. Soong Der Chen
Department of Graphics & Multimedia,
University Tenaga National,
Putrajaya, Malaysia
chensoong@uniten.edu.my
UN in 1972 at Stockholm, during the UN Conference on
the Human Environment defined the sustainable development
as, "the needs of the present without compromising the ability
of future generations to meet their own needs". The concept
of "Education for Sustainable Development (ESD)" was first
proposed in the UN documents after the 1950s. Educating our
children right from the school provides more robust, holistic,
dedicated development and instill the respect for the
environment in young minds, which guide them for lifelong
association with the society [3]. Sustainable development is
the responsibility of the entire society irrespective of the size
of the institution or community [4]. A desktop computer that
is switched on for eight hours a day uses almost 600 kWh and
emits 175 kg of CO2 per year [5]. A laptop uses between 50
and 100 W/hour when it is being used, depending on the make
and model. If a laptop is switched on for 8 hours a day, it
requires between 150 and 300 kWh and emits between 44 and
88 kg of CO2 per year [5]. Within the typical work of 8 hours
per day and the enormous emails that we deal with silently
release tons of CO2. During the COVID-19 lockdown periods,
this usage was more than the usual 8 hours a day.
The Pro-environmental behaviour is an outcome and
visible attitude of human behaviour patterns, culture, tradition
and the working environment [6]. The awareness of
environment and the Green IT concepts are growing in
Malaysia in this decade. When COVID-19 Pandemic hit
Malaysia early this year, Government has declared MCO and
retained all the residents to stay at home and every other
business entity has come to stand still. It is very obvious that,
when all the people were asked to stay home, the online
activities surged up and there is huge demand on the network
and power supply [14]. Malaysia managed very well to meet
the demand and gradually, when the lockdown has been
relaxed in stages, most of the business entities started
operating online by conducting their operations and meetings
similar to the same operation during MCO. There are new
consumers added to the list where in the past some of them
never relied to online for any transaction. Hence, this study
focusses and assesses on the impact of Green IT practices
which were the outcome of the pro-environmental behaviour.
As the demand suddenly multiplied during the pandemic, it is
interesting to know the outcome that could directly impact
energy savings and the corresponding CO2 levels. The PMT
 2020 International Conference on Computational Intelligence (ICCI)
8-9 October 2020 • Universiti Teknologi PETRONAS (UTP)
constructs, self-efficacy through the response efficacy are
applied to study if there is any indirect influence on the Green
IT adoption which is originated from pro-environmental
behaviour.
Some of the countries are severely affected by the
COVID-19 such as China, South Korea and India in Asia,
USA and Mexico in North America, Brazil and Peru in South
America, Italy, Spain, Russia and the UK in Europe [8]. The
media highlighted that at some instances, these countries
during the lockdown has directly enhanced the air quality,
reduced the noise pollution and visible clean beaches during
the Apr-May 2020. On the contrary, there were media reports
emerged on recycling of waste disposal including medical
waste and other hazardous substances has been reduced due to
the fear of infection in many countries[9]. Global economy
will be back on track slowly if not immediately once the virus
threat is subsided with a proper medication or vaccine. Then
the question is whether reducing the GHG emissions for a
shorter period is a viable solution for pro-environmental
behaviours. Did we achieve our targets of reducing the GHG
emission levels, at least with a solution in mind? There is a
simple logic to understand the extent of media proclaimed
clean air. When everything is shut down like private and
public transport and movement of any activity except the
emergency supplies, there is naturally a cleaner air expected
[10]. Again the question is, how far and how much this is
going to impact the reduction of carbon emissions. The honest
answer would sound not encouraging. By observing the
enforced social distancing and other movement activity
curbed by the Governments worldwide could temporarily look
good on paper [11]. Once the economic activities are back on
track eventually, if we do not learn from our previous habits,
the results are not going to be different.
At the same time, there are some reports appearing in the
main stream media which highlighted the compared carbon
emissions from the years before to the present time [12].
Keeping aside the authenticity of the information, this has
raised the motivation factors towards environment protection
and the related issues among the people. At the same time,
there is a debate that once the restrictions are eased, the
emissions are going to hit high and maybe more than before
due to the fact that same cars, same factories and same
processes are going to exist repeating the same operations.
These changes are nothing but temporary. The most
reasonable solution could be the behavioural changes that are
going to remain with the society. Malaysia too experienced the
same as the movement control order came into effect from
March 18th and every economic activity has been shut down.
It is worth noting that Malaysia has relatively cleaner and less
air pollution in long term Particulate Matter (PM10) Air
pollution [15]. There is an exception to this during the annual
haze periods that originates transboundary across the straits
during the southwest Monsoon [15].
Malaysia has been through the similar paths of handling
the waste in the wake of controlling the COVID-19 infection
rates but moved quickly into the process of recovery within
decent time frame compared to other nations. One reason is
the law abiding citizens and their commitment to the standards
of protecting environment. Did this help Malaysians to move
into the paths of recovery quicker than expected? This study
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sheds light and limits to the areas of using the computer and
the internet during the pandemic. Since the usage of
computers and the internet has been shot up, the Green IT
practices adopted were observed for the status and the
implications of such practices was the key focus in this study.
As the Green IT and its awareness is gaining demand, this
study dwells upon their awareness and impact of the energy
demand in relation to the usage.
The Protection Motivation Theory has closer and reliable
constructs for elucidating pro-environmental behaviour [30].
Green IT adoption is not just limited to operating with
computers, but with the entire organisation management
structure and process flow since IT is the backbone for every
business activity now [2]. The effects of energy conservation
is hence beyond the IT infrastructure alone which the
researchers believe depends on pro-environmental behaviour
of individuals [1]. This study is divided into the following
sections: Section 1 is introduction, section 2 is literature
review, section 3 is the discussion, and section 4 is the
conclusion and future work section.
II. LITERATURE REVIEW
Information Technology (IT) has entered into every aspect
of human life. There is no exaggeration in saying that life is
‘digital’ and ‘online’ now. When the technology is growing in
rapid speed, every other activity is directly linked with IT
which is demanding higher amounts of energy requirement
[16]. This is again leading to GHG emissions. The global
GHG emissions due to IT was 2.6% in 2012 alone and
expected to reach by 6% by the end of 2020 [2]. Due to the
COVID-19 lockdown and social distancing measures, this
energy demand might surpass the expectation of 6% this year.
It is not a surprise that the scientific community is working on
the IT energy consumption and proposing various options to
reduce the energy consumptions by the name Green IT or
Green Computing.
Green IT deals with equipment manufacturing to disposal,
the software, the networking equipment and the algorithms
[2]. Green IT initiatives propose alternative solutions to the
energy consumption without compromising the processing
capacity and power, thereby reducing the e-waste associated
[2]. Green IT initiatives are also extended to management of
business processes such as logistics and enabling the meetings
to be conducted online which can reduce the travelling costs
and the associated CO2 and GHG emissions [16]. The
manufacturing and production optimisation can be associated
with Green IT initiatives which are expected to lead towards
achieving eco-friendly environment sustainability [2].
According to Moore’s law, the processing power of
microprocessor doubles every 18-24 months. The growth of
the processing power is making every other business operation
to involve and get the benefits of advanced IT initiatives. If
these initiatives are combined with a responsible pro-
environmental behaviour, the benefits are double folded [6].
The human behaviour plays very significant role towards
observing and practicing pro-environmental activities [17].
There are visible cultural and economic factors that influence
the pro-environmental behaviour in individuals [30]. Once the
behaviour is induced in a person, the effect of such behaviour
will remain with the person as long as it is motivated [18].
 2020 International Conference on Computational Intelligence (ICCI)
8-9 October 2020 • Universiti Teknologi PETRONAS (UTP)
Fig. 1. Dimensions of Green IT
The resultant effects of Green IT has the major achievement
than it is visible on the paper when the automisation of the
process is taking place. The era of Industrial revolution (IR
4.0) is taking shape at a rapid speed which is destined to
automate the entire business process [19]. One of the classic
examples is the e-commerce giant Amazon which has
automated most of its operations including the logistic
management inside the warehouse and delivery management
outside including collecting goods from suppliers to
delivering to the customers. Operations of such magnitude
cause great effect in the energy usage and the resultant GHG
emissions. Smart power grids and smart networking such as
dynamic allocation of network resources are increasing hopes
on providing eco-friendly sustainable environment through
the Green IT practices [20]. The dimensions of Green IT [32]
are shown in Figure 1 and described from manufacturing to
disposal including the process of usage at every stage.
Fig. 2. Green IT Life Cycle
Since 1960s there has been a lot of research towards
inducing the pro-environmental behaviour assuming that
majority of the challenges faced by environment could be
addressed. Majority of the environmental behaviours and
challenges originate from human actions and thoughts [21].
Scientists from various background such as sociology,
agriculture, and environment joined in identifying a solution
for motivating the behaviour [22]. The first theories that
appear in mind are the Norm Activation Model (NAM)
proposed by Schwartz and Howard in 1981, Theory of
Planned Behaviour (TPB) proposed by Ajzen in 1991 and
Value-Belief-Norm Theory (VBNT) of environmentalism,
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proposed by Stern et al. in 1999. Along with these theories,
the Protection Motivation Theory (PMT) by Rogers (1975)
has closer association with studying the pro-environmental
behaviour. PMT has the ability to handle with adaptive and
unfriendly environmental behaviours together in the audience
view point [30]. PMT also has the ability to analyse the current
and anticipated pro-environmental behaviours which is
extended to drivers and barriers of accepting an adaptive pro-
environmental behaviour [30]. The Green IT life cycle [33]
are described from manufacturing to disposal including the
process of usage in the Figure 2 at every stage including the
design stage.
Initially, the PMT was introduced by Rogers in 1975
which mainly deals with risk and prevention behaviours of
individuals. It has gained acceptance by the researchers due to
its simplicity in assessing the risks, threats and benefits
associated in analyzing a situation [23]. PMT postulates that
every individual goes through two different processes “threat
appraisal” and “coping appraisal” in assessing the situation
that could form the behaviour patterns. The threat deals with
severity and vulnerability of the potential threat whereas
coping appraisal deals with self-efficacy and response efficacy
[30]. Every individual induces the threat and coping according
to the situation which determines the behaviour. PMT has
initially used in assessing health risk behaviours which later
has been applied widely in other fields as well particularly
related to the study of pro-environmental behaviours. The
Protection Motivation Theory [34] is shown in the Figure 3
clearly demonstrates the context, constructs and the resultant
behaviour.
Fig. 3. Protection Motivation Theory
The new Corona Virus which was initially named as Novel
Corona Virus emerged in Wuhan, China in December 2019.
Upon noticing the seriousness of the infection spread, Chinese
Government imposed stringent lock down in Wuhan and on
January 4th, 2020, WHO declared COVID-19 as a pandemic,
renamed it and declared that it has the danger of spreading
from human to human through Air [13]. Due to the strict
lockdown measures, China has observed trends of lowering
air pollution in January and February 2020 itself. Wuhan
province and entire China have recorded a drop in NO2 to 22.8
μg/m3 and 12.9 μg/m3 correspondingly. Subsequently,
Wuhan recorded PM2.5 as 1.4 μg/m3 which has reduced to
18.9 μg/m3 across China in other 367 cities [13]. Not just in
China, there were significant similar reductions of NO2
concentrations recorded in Europe too. Rome, Paris and
Madrid recorded a similar decline. However, the lockdown
has seen the surge in online shopping demand. Amazon
recorded 20% raise and so did the other commercial and
business activities [26]. The empirical data of NO2 levels due
 2020 International Conference on Computational Intelligence (ICCI)
8-9 October 2020 • Universiti Teknologi PETRONAS (UTP)
to the online activities separately throughout the globe is not
available yet.
Malaysia has started quarantine measures and observed a
strict lockdown from March 18th. The first COVID-19 case
was reported on January 24th from a Chinese tourist [27].
There were few community gatherings where people unaware
of the impending pandemic participated in thousands towards
the end of January which has accelerated the infection
spreading. Government noticed this immediately and brought
in strict measures and the country managed to control the
infection rate and deaths to a great extent compared to many
other developed nations. Due to the lockdown, people were
asked to remain at home and start planning work from home
at various stages. Both of these options have caused household
energy and network demands to soar up by 22 % [29].
III. DISCUSSION
Studying pro-environmental attitudes and behaviours
during a pandemic lockdown is important because the
practices confirm their belief in the pro-environmental
behaviour [25]. The better solution for existing environmental
problems and threats is undertaking a review of human
behaviour towards the environment and the relationship
between human and nature [24]. During a normal weekday, in
any organisation it is very much possibile that everyone
follows the SOP. But, when someone is working from home,
the actual behavioural systems emerge that confirm their pro-
environmental behaviour. This study was therefore based on
analysing the factors of PMT’s effect on pro-environmental
behaviour which provides a theoretical framework to study
[30].
The lack of environmental commitment is confirmed when
the average energy consumption behaviour is more than that
of other pro-environmental behaviours. The compliance to the
pro-environmental behaviour amid various clusters of the
society can be different. More analysis should be done and
further study is required to analyse the age, race, gender,
marital status, education, culture, and economic background.
Each of the above parameters has the ability to affect the pro-
environmental behaviour of an individual in a different way.
PMT also can support the situation where refining
environmental assertiveness of an individual [30].
By doing so, there are high chances of enhancing
promising pro-environmental behaviours. The positive effect
of self-efficacy on the pro-environmental behaviour is always
in association with PMT constructs. With the intrinsic and
extrinsic perceived rewards of unfriendly environmental
behaviours, environmental protection policies can be studied
in depth. Self-efficacy, environmental attitude has positive
and perceived costs and unfriendly environmental behaviour
of perceived extrinsic and intrinsic rewards extend negative
influences [30].
IV. CONCLUSION AND FUTURE WORKS
This study has found that there is an important variance in
the society in terms of pro-environmental behaviour among
different clusters of people. The Green IT practices needed a
lot of motivation and behavioural impact to portray some
changes in the practice from the regular habits or day to day
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life style. It is not just switching the equipment off when not
in use. It is a commitment to the environment and future
generations. IT has the capacity to influence not just the IT
equipment and policies, but to influence every other function
that is computerised which can optimise the energy usage and
thus reduce the global GHG emissions. The proposed
Protection Motivation Theory application for pro-
environmental behaviour and the relevant studies open doors
for further research into this area. This study with the objective
of identifying the behavioural changes and commitment
during the lockdown periods generates a profound meaning in
terms of Green IT support in meeting the sustainability
objectives of the organisation.
The future work is expected to throw additional light and
help to minimize and close the gap in adopting Green IT
practices and motivating the individuals to remain pro-
environmental. The results on the environment due to
lockdown are temporary. In case of any second or third wave
of COVID-19 before the vaccine comes in, the Governments
have no choice other than imposing a lockdown again. And,
during the lock down, it is expected to have a surge in online
and networking activities again. As long as the pro-
environmental behaviour is induced, individuals are expected
to observe the Green IT practices which will reduce the energy
demand and the GHG emissions.
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