Motivations to Adopt Green ICT

Abstract

Though green information and communication technology (ICT) is gradually becoming a buzzword, not much scholarly attention has delved into the motivations that can entice organizations to adopt it. To address this issue, this paper serves a three-fold purpose. First, it investigates the motivations for adopting green ICT from organizations’ perspectives. Second, it explores cases of two organizations (Hewlett-Packard and Microsoft Corporation) known for their green ICT strategies and unearths the extent to which such motivations are applicable to them. Third, through the two cases, the paper gives valuable insights to non-green organizations into the potential benefits of green ICT. The paper proposes a three-tier theoretical framework consisting of management, technological, marketing, financial and regulatory motivations, and acts as an eye-opener for non-green organizations by suggesting that it is their inability to identify these motivations that prevent them from adopting green ICT.