Development of a Research Framework for Green IT Enablers using Interpretive Structural Modelling

Development of a Research Framework for Green IT Enablers using Interpretive Structural Modelling

Sania Khan (GITAM School of International Business, GITAM University, Visakhapatnam, India), Abdul Razak Honnutagi (Indian Institute of Technology Bombay, Maharasra, India) and Mohammed Shahid Ahamed Khan (CSH Co. LTD., Riyadh, Saudi Arabia)
Copyright: © 2015 |Pages: 13
DOI: 10.4018/IJGC.2015010101
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Abstract

The purpose of this paper is to identify the key variables and develop the relationships among the green IT enabling factors which drive consumers towards green purchasing. In this paper Delphi technique and Interpretive structural modelling approach have been employed to model the identified factors. These variables are segregated as ‘enablers' that facilitate corporate consumers' to purchase eco-friendly IT products. The major finding of this research is power consumption, e-wastage disposal, product performance and global warming are underlined as significantly important enablers which also drives other factors. The variables are interpreted for sustainable procurement in terms of their driving and dependence powers. For true sustainability the corporate organisations should focus on considering environmental consciousness, Kyoto protocol, corporate social responsibility and eco-label certified products as main interest for green purchasing. Developing the present strategic model and validating it scientifically are further suggested as directions for future research.
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Introduction

The increased power consumption, carbon footprints and early disposal of electronic items containing toxic and non-biodegradable material in the regular IT operations are estimated to be responsible for 2% of global carbon emission from IT industry and also causing serious health problems to mankind (Simon Mingay, 2007). Consequently, unsustainability through global warming is becoming a major problem on the planet. So the green IT found to be an emerging area in the IT management emphasising on six dimensions namely raw material and resources, energy and climate, excess production, health and safety of mankind, management development and invention through IT. The first generation of green IT which was driven by reduced power consumption, eco-labeled products, recycling and reusing process of e-waste (Murugesan and Gangadharan, 2012) and the second generation was focused on sustainability through IT. Today the green IT studies are progressed far beyond these issues and delivering sustainable benefits in the business by being socially responsible, economically viable and environmental benefits which is considered to be the triple bottom line. Despite reducing 2% of global pollution, green IT initiatives also able to reduced remaining 98% of global emissions to some extent and attracting interest among IT vendors and corporate consumers. Green IT being a potential research area has exciting research opportunities in IT through business sustainability and low carbon economy (Molla, 2008). Hence this research is primarily conducted to provide an evidence of authenticated studies on consumer purchasing behaviour of green IT products which are found to be neglected so far.

This paper identifies and develops the conceptual relationships among the identified enabling factors that are driving the corporate IT consumers towards green IT products using Delphi technique and Interpretive Structural Modelling (ISM) approach. ISM is a popular strategic approach for identifying relationships among various elements in a complex system (Sage, 1977 and Warfield, 1974). The major consensus among experts in this field and a source from literature study are used in developing the relationship matrix using pairwise comparison and thereby developing the ISM model. The suggested variables are gathered as “enablers” from various green IT literature and experts responses as presented in Table 1. Further with the application of integrated approach of Delphi technique and ISM in developing the green IT consumer purchasing behaviour model are discussed in detail followed by conclusions and direction for future research studies.

Table 1.
Enabling factors for the green IT product purchasing
S. NoEnablersCategory
1Environmental ConsciousnessEnvironment
2Kyoto ProtocolEnvironment, Social
3Global WarmingEnvironment
4Corporate Social ResponsibilitySocial
5Power ConsumptionEnvironment, Economic
6E-wastage DisposalEnvironment, Economic
7Financial BenefitsEconomic
8Eco-labelling & CertificationsEnvironmental, Social
9Psychological FactorsSocial
10Corporate PerceptionSocial
11PerformanceEnvironment, Economic
12Consumer Demand and PreferencesSocial
13Market PlayersSocial
14Sustainable StrategySocial, Economic, Environment
15Green Purchasing BehaviourSocial, Economic, Environment

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