Internet sobriety for sustainable future: An empirical investigation among internet users

High internet usage threatens sustainability because powering its vast infrastructure with non-renewable energy significantly increases greenhouse gas emissions. This study estimated how user awareness of the internet's environmental harm affects: (1) users' beliefs about their responsibility to address this harm, and (2) the development of a personal norm to practice responsible internet consumption, by adopting "internet sobriety." These effects were examined under the moderating influence of perceived benefits from responsible internet consumption, efficacy beliefs to adopt internet sobriety, and perceived level of internet dependence. A cross-sectional survey collected perceptions of Indian internet users ( n = 236) about constructs helpful to develop internet sobriety. A partial least squares structural equation modeling estimation found that environmental awareness about internet pollution and users' responsibility beliefs help in developing internet sobriety under the mediation of personal norms. Also, benefit perceptions and efficacy beliefs positively moderate sobriety intentions, and internet dependence negatively moderates them. Drawing on the results, the study proposes five key action areas: enhancing information availability through standardized carbon footprint disclosures; building user knowledge and awareness of sustainable digital habits; strengthening user capability via supportive technological systems; introducing incentive-based reinforcement for low-impact internet use; and fostering collective, systemic responsibility through energy-efficient infrastructure and sustainability-oriented digital design. These insights inform policy, technology development, and behavioral strategies to reduce the environmental footprint of internet consumption.