Download - 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
-
8/2/2019 Green IT on COnsumers' buying behaviour
2/14
Research Paper Organization
Conclusion
Findings and Implications
Methodology
Theoretical Background and Research Questions.
Introduction.
Future Research
Objectives
-
8/2/2019 Green IT on COnsumers' buying behaviour
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)
-
8/2/2019 Green IT on COnsumers' buying behaviour
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.
-
8/2/2019 Green IT on COnsumers' buying behaviour
5/14
Methodology
Conjoint and Cluster analysis
50 Participants
The apparatus consisted of thequestionnaire, a computer, and softwareincluding Microsoft Excel 2007 andSawtooth software.
-
8/2/2019 Green IT on COnsumers' buying behaviour
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?
-
8/2/2019 Green IT on COnsumers' buying behaviour
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.
-
8/2/2019 Green IT on COnsumers' buying behaviour
8/14
FINDINGS
12%
58%
26%
4%
Consumer Behaviors on Green Computing onPersonal Computers
Price
Performance
Disposal
Energy
-
8/2/2019 Green IT on COnsumers' buying behaviour
9/14
FINDINGS CONTD..
-
8/2/2019 Green IT on COnsumers' buying behaviour
10/14
IMPLICATIONS
Product
Price
Place
Promotion
-
8/2/2019 Green IT on COnsumers' buying behaviour
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.
-
8/2/2019 Green IT on COnsumers' buying behaviour
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.
-
8/2/2019 Green IT on COnsumers' buying behaviour
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.
-
8/2/2019 Green IT on COnsumers' buying behaviour
14/14
L/O/G/O
DISCUSSIONS