The Impact of Promoting Green IT on Corporate Brand Equity

Abstract

The purpose of this study recognizes the importance of companies Green IT and companies promoting Green IT in a company's brand equity is to evaluate the impact empirically. To this end, this paper examines the results of a survey that solicited the views of a group of employees from Korean companies. The survey instrument was designed to discover if companies Green IT strategy differences would in any way be reflected in the respondent's concept of the 'brand equity'. For this study, the research model was set whether to run the company's Green IT, Green IT budget allocations, Green IT strategy execution, the purchase of environmentally friendly products, as explanatory variables and the company's brand equity as the dependent variables, correlation analysis, regression analysis, t- test were conducted. As a result, for companies which did not actively point the Green IT of companies will not independent in the matter of expenditure. From the beginning, the expectation whether to run the company's Green IT will be a positive impact on the company's brand equity was not satisfied. In the meantime, the research trend on company's Green IT, the mainstream was about the research on the Green IT introduction plan and development study. However, in the case of this study we analyzed quantitatively about the impact of promoting Green IT on corporate brand equity. There are implications in this study.