Abstract:
The increasing attention towards the environmental impact of IT
(Information Technology) demands Reorientation from IT hardware and
service organizations. Consumers are more than ever sensitive about the
environmental impact of products and services they buy. Environmental
attributes therefore, play an important role in the buying process. While
the concept of Green IT has been primarily researched from the
corporate perspective, the consumer perspective has widely been
neglected. The purpose of this paper is to evaluate the influence of
Green IT attributes of PCs (Personal Computers) on the buying behavior
of consumers. Contribution to the ongoing discussion of Green IT
provides marketing data from 50 participants on the importance of
Green IT using conjoint and cluster analysis. The results provided
researchers and practitioners with new insights and measures about the
relevance and application of Green IT in the scope of PCs.
