INFLUENCE OF GREEN INFORMATION TECHNOLOGY (IT) ON CONSUMERS BUYING BEHAVIOR OF PERSONAL COMPUTERS

BY FHA.SHIBLY ASSISTANT LECTURER SRI LANKA INSTITUTE OF ADVANCED TECHNOLOGICAL EDUCATION

Research Paper Organization

Introduction.
Theoretical Background and Research Questions.

Objectives
Methodology Findings and Implications Conclusion Future Research

INTRODUCTION
Defines the field of green IT as "the study and practice of designing, manufacturing, using, and disposing of computers, servers, and associated subsystems such as monitors, printers, storage devices, and networking and communications systems efficiently and effectively with minimal or no impact on the environment (San Murugesan, Harnessing Green IT: Principles and Practices)

OBJECTIVES
To provide a brief idea about green computing To find the influence of green computing on consumers buying behavior of personal computers To provide researchers and practitioners with new insights and measures about the relevance and application of Green IT in the scope of PCs.

Methodology
Conjoint and Cluster analysis 50 Participants The apparatus consisted of the questionnaire, a computer, and software including Microsoft Excel 2007 and Sawtooth software.

RESEARCH QUESTIONS
Question 1: What impact do Green IT attributes of a PC have on the consumers buying behavior? Question 2: What impact do energy attributes of a PC have on the consumers buying behavior?

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

Question 4: How big would be the potential market for a PC with Green IT attributes? Question 5: Which measures should be applied to successfully market a Green IT PC?

DATA COLLECTION PROCEDURE

Surveys were distributed to respondents on a convenience basis, as the time available for selecting a sample was very limited. Utilized the resources that were readily available within the allowable timeframe, including my friends, associates, and students.

FINDINGS
Consumer Behaviors on Green Computing on Personal Computers
4% 12% Performance 26% Price

Disposal

58%

Energy

FINDINGS CONTD..

IMPLICATIONS
Product Price Place Promotion

CONCLUSION
The conjoint analysis with 50 participants outlined that Green IT attributes concretized by energy and disposal attributes play a role when buying a PC. Still, performance remains the dominant criteria when buying a PC. It was revealed that the market share for Green IT PCs could be up to 30%. Especially female customers value environmentally friendly attributes.

FUTURE RESEARCH
It can be expected that the attitude towards Green IT on the Sri Lankan market deviates from other regions. Since most IT hardware manufacturers are distributing their products globally it is necessary to also collect data from other markets.

FUTURE RESEARCH CONTD..

Future studies should also investigate whether a PC that is manufactured in a way that reduces the environmental impact also influences the decision to purchase a PC Finally the impact of Green IT attributes on IT services needs to be investigated further.

L/O/G/O

DISCUSSIONS