Understanding Motivation Factors in Green IT Adoption: An Empirical Evidence from Philippine SMEs

Understanding Motivation Factors in Green IT Adoption: An Empirical Evidence from Philippine SMEs

Alexander A. Hernandez (College of Computer Studies, De La Salle University, Manila, Philippines & College of Information Technology Education, Technological Institute of the Philippines, Manila, Philippines)
DOI: 10.4018/IJABIM.2018100102
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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.
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Green IT refers to the sustainable use of resources recognizing its incremental benefits for economy and environment. This is due to the need for reducing the business activities impacts to the environment as well as promotes long term sustainability in all aspects of organizations’ operations (Park et al., 2012). Hence, Green IT is considered as one of the many approaches to help solve environmental problems and achieve resource-efficient production and conservation.

Previous studies found the increasing benefits Green IT adoption in organizations. First, GIT adoption promotes resource-efficient business operation reducing carbon footprint and wastes (Mithas et al., 2010; Gholami et al., 2017). Second, it encourages environment stewardship and responsibility among firms resulting good corporate image, brand equity, and eco-friendly practices (Melville, 2010; Gan et al., 2017). Lastly, drives green innovation aiming to sustain green business operation by designing and developing energy-efficient electronics and IT equipment (Dao et al., 2011; Loeser et al., 2017). Thus, Green IT can drive positive effects both for economic and environment performance.

However, prior researches were focused on understanding the acceptability and readiness of organizations to adopt Green IT programs and activities (Deng and Ji, 2015; Verdecchia et al., 2017). Most of the studies dealt in developed countries have varying contexts and characteristics which might be different from developing countries perspective (Hernandez et al., 2016). Moreover, these studies dealt with readiness, acceptability, issues and challenges in Green IT adoption. However, limited studies have empirically explored on the motivational factors of Green IT adoption in developing economies, such as the Philippines.

Thus, this study is guided by answering the research question: “What are the motivational factors for an organization to choose to begin Green IT adoption in developing countries?”

Therefore, this study explores on the motivational factors to the adoption of Green IT in organizations. This work can further the understanding of Green IT adoption context in developing countries such as the Philippines, and similarly significant for the developing countries aiming to spur Green IT adoption to achieve economic and environment sustainability.

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