BY

FHA.SHIBLY, PGDMIT (KEL), PGDIT (SLIIT)LECTURER IN ITSOUTH EASTERN UNIVERSITY OF SRI LANKAOLUVIL

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

E-mail :- shiblymis@gmail.com

Research Paper Organization

Conclusion

Findings and Implications

Methodology

Theoretical Background and Research Questions.

Introduction.

Future Research

Objectives

INTRODUCTION

Green IT or Green Computing envisages more efficient and better use of IT

resources so that there is minimum use of unsafe materials while promoting use of

recycled products and ensures maximum energy conservation.

INTRODUCTION CONTD..

• This includes the efficient design of data centers and IT architecture to reduce both energy consumption and cost, as well as IT’s adoption of environmentally friendly technologies and environmentally preferable IT management practices” (RMIT University 2009).

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.

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?

METHODOLOGY

Design• Conjoint analysis (Survey)

Participants• 50 Participants

Apparatus• The apparatus consisted of the questionnaire, a

computer, and software including Microsoft Excel and Sawtooth Software (a statistical analysis program).

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

12%

58%

26%

4%

Consumer Behaviors on Green Computing on Personal Computers

Price Performance

Disposal 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

Thanks