1. GREEN INFORMATION TECHNOLOGY (IT)
ON CONSUMERS’ BUYING BEHAVIOR OF
PERSONAL COMPUTERS
BY
FHA.SHIBLY, PGDMIT (KEL), PGDIT (SLIIT)
LECTURER IN IT
SOUTH EASTERN UNIVERSITY OF SRI LANKA
OLUVIL
E-mail :- shiblymis@gmail.com

2. Research Paper Organization
Introduction.
Theoretical Background and Research Questions.
Objectives
Methodology
Findings and Implications
Conclusion
Future Research

3. INTRODUCTION
Green IT or Green Computing envisages
more efficient and better use of IT
resources so that there is minimum use of
unsafe materials while promoting use of
recycled products and ensures maximum
energy conservation.

4. INTRODUCTION CONTD..
• This includes the efficient design of data
centers and IT architecture to reduce both
energy consumption and cost, as well as
IT’s adoption of environmentally friendly
technologies and environmentally preferable
IT management practices” (RMIT University
2009).

5. OBJECTIVES
• To provide a brief idea about green
computing
• To find the influence of green computing
on consumers’ buying behavior of
personal computers
• To provide researchers and practitioners
with new insights and measures about the
relevance and application of Green IT in
the scope of PCs.

6. RESEARCH QUESTIONS
• Question 1: What impact do Green IT attributes of a PC have on the
consumers’ buying behavior?
• Question 2: What impact do energy attributes of a PC have on the
consumers’ buying behavior?
• Question 3: What impact do disposal attributes of a PC have on
consumers’ buying behavior?
• Question 4: How big would be the potential market for a PC with
Green IT attributes?
• Question 5: Which measures should be applied to successfully
market a Green IT PC?

7. METHODOLOGY
Design
• Conjoint analysis (Survey)
Participants
• 50 Participants
Apparatus
• The apparatus consisted of the questionnaire, a
computer, and software including Microsoft Excel and
Sawtooth Software (a statistical analysis program).

8. DATA COLLECTION PROCEDURE
• Surveys were distributed to respondents
on a convenience basis, as the time
available for selecting a sample was very
limited. Utilized the resources that were
readily available within the allowable
timeframe, including my friends,
associates, and students.

9. FINDINGS
Consumer Behaviors on Green Computing on
12%
58%
26%
4%
Personal Computers
Price
Performance
Disposal
Energy

10. FINDINGS CONTD..

11. IMPLICATIONS
• Product
• Price
• Place
• Promotion

12. CONCLUSION
• The conjoint analysis with 50 participants
outlined that Green IT attributes
concretized by energy and disposal
attributes play a role when buying a PC.
Still, performance remains the dominant
criteria when buying a PC. It was revealed
that the market share for Green IT PCs
could be up to 30%. Especially female
customers value environmentally friendly
attributes.

13. FUTURE RESEARCH
• It can be expected that the attitude
towards Green IT on the Sri Lankan
market deviates from other regions. Since
most IT hardware manufacturers are
distributing their products globally it is
necessary to also collect data from other
markets.

14. FUTURE RESEARCH CONTD..
• Future studies should also investigate
whether a PC that is manufactured in a
way that reduces the environmental
impact also influences the decision to
purchase a PC
• Finally the impact of Green IT attributes on
IT services needs to be investigated
further.

15. L/O/G/O
Thanks