Exploring strategies to mitigate Internet's environmental damage: An investigation of intrinsic, extrinsic, and price‐based strategies

Ayodhya Wathuge and Darshana Sedera

Business Strategy and the Environment, 2025, vol. 34, issue 1, 483-496

Abstract: The internet infrastructure, for example, the data centers, is purported to be making substantial damage to the environment. While there are many studies on the national or global interventions and technology developments to minimize environmental damage from the internet, very few have investigated the individual level strategies. This study examines individual‐level strategies, including intrinsic motivation (IM), extrinsic motivation, and price‐based interventions, that internet‐based organizations can implement to minimize the environmental impact of internet usage. The research aims to identify the most effective strategy for reducing individual internet usage after individuals become aware of the environmental consequences. The survey experiment results demonstrate that combining all three strategies proves most effective in mitigating the environmental damage caused by internet usage. Extrinsic motivation is particularly effective, both in combination with other strategies and when utilized independently after raising awareness. The results also depict that when taken individually, price‐based strategies (PPSs) show a lower impact, while IM exhibits the lowest impact on behavior change. Additionally, males exhibit a higher inclination towards extrinsic motivation strategies based on the multi‐group analysis. Remarkably, individuals, regardless of gender, age, income, or level of internet activity, show a willingness to adopt PPSs to decrease internet usage after exposure to an informational video. These findings provide valuable insights for the development of strategies to minimize the environmental impact of individual internet usage.

Date: 2025
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