Understanding Motivation Factors in Green IT Adoption

Abstract

Green information technology entails the resource-efficient consumption through the use of IT infrastructure to ensure sustainable business and environmental performance. This article explores the perceptions of firms who have adopted Green IT, by developing a conceptual framework that reflects the motivation factors in Green IT adoption in developing countries. The framework was tested using a structured survey and deployed to senior managers of manufacturing and service industries. Results indicated that attitude, internal and external pressure and consider future consequence positively effects the decision to adopt Green IT in organizations. This study also found that customer satisfaction, environment, and economic performance are significant factors in achieving sustainability. Thus, pro-environmental commitment and actions of the organizations drive green business activities. Through this research, the study recommends further investigation of the relationship among the motivation factors as well as its implications for organizations' performance towards sustainability.