green it on consumers' buying behaviour

8/2/2019 Green IT on COnsumers' buying behaviour

1/14

BY

FHA.SHIBLYASSISTANT LECTURERSRI LANKA INSTITUTE OF ADVANCED TECHNOLOGICAL EDUCATION

INFLUENCE OF GREEN INFORMATION

TECHNOLOGY (IT) ON CONSUMERSBUYING BEHAVIOR OF PERSONALCOMPUTERS


2/14

Research Paper Organization

Conclusion

Findings and Implications

Methodology

Theoretical Background and Research Questions.

Introduction.

Future Research

Objectives


3/14

INTRODUCTION

Defines the field of green IT as "the studyand practice of designing, manufacturing,

using, and disposing of computers,

servers, and associated subsystemssuch as monitors, printers, storagedevices, and networking and

communications systems efficiently and

effectively with minimal or no impact onthe environment

(San Murugesan, Harnessing Green IT:

Principles and Practices)


4/14

OBJECTIVES

To provide a brief idea about greencomputing

To find the influence of green computing

on consumers buying behavior ofpersonal computers

To provide researchers and practitioners

with new insights and measures about therelevance and application of Green IT inthe scope of PCs.


5/14

Methodology

Conjoint and Cluster analysis

50 Participants

The apparatus consisted of thequestionnaire, a computer, and softwareincluding Microsoft Excel 2007 andSawtooth software.


6/14

RESEARCH QUESTIONS

Question 1: What impact do Green IT attributes of a PC have on theconsumers buying behavior?

Question 2: What impact do energy attributes of a PC have on theconsumers buying behavior?

Question 3: What impact do disposal attributes of a PC have onconsumers buying behavior?

Question 4: How big would be the potential market for a PC withGreen IT attributes?

Question 5: Which measures should be applied to successfullymarket a Green IT PC?


7/14

DATA COLLECTION PROCEDURE

Surveys were distributed to respondentson a convenience basis, as the timeavailable for selecting a sample was very

limited. Utilized the resources that werereadily available within the allowabletimeframe, including my friends,

associates, and students.


8/14

FINDINGS

12%

58%

26%

4%

Consumer Behaviors on Green Computing onPersonal Computers

Price

Performance

Disposal

Energy


9/14

FINDINGS CONTD..


10/14

IMPLICATIONS

Product

Price

Place

Promotion


11/14

CONCLUSION

The conjoint analysis with 50 participantsoutlined that Green IT attributesconcretized by energy and disposal

attributes play a role when buying a PC.Still, performance remains the dominantcriteria when buying a PC. It was revealed

that the market share for Green IT PCscould be up to 30%. Especially femalecustomers value environmentally friendlyattributes.


12/14

FUTURE RESEARCH

It can be expected that the attitudetowards Green IT on the Sri Lankanmarket deviates from other regions. Sincemost IT hardware manufacturers aredistributing their products globally it isnecessary to also collect data from othermarkets.


13/14

FUTURE RESEARCH CONTD..

Future studies should also investigatewhether a PC that is manufactured in away that reduces the environmental

impact also influences the decision topurchase a PC

Finally the impact of Green IT attributes on

IT services needs to be investigatedfurther.


14/14

L/O/G/O

DISCUSSIONS

green it on consumers' buying behaviour

Documents