Development of a ‘green IT brand image sustainability model for competitive advantage’

Anamica Singh () and Meenakshi Sharma ()
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Anamica Singh: Birla Institute of Technology Mesra, Off Campus Noida
Meenakshi Sharma: Birla Institute of Technology Mesra, Off Campus Noida

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2023, vol. 25, issue 1, No 3, 40-60

Abstract: Abstract With the advent of environmental era in the aftermath of global warming, companies are focusing on enhancing their environmental performance to strengthen their brand image. Researches are being conducted on Green IT in current scenario and the term ‘Green IT’ has received significant attention however very few has been done in India. Over the above little has been done to develop a framework integrating Green IT with Competitive advantage, sustainable development, and green brand image. The present study is a mindful effort in that direction. Based on exhaustive literature review a conceptual model has been developed to fill the research gap. The conceptual model establishes hypothesized relationship amongst four constructs: Green IT, Green brand image, Competitive advantage and Sustainable development and develop six hypotheses. The data is collected by means of questionnaire survey method from IT companies in NCR region of India. The empirical results reveal a positive relationship between all the four constructs with the positive relationship between Green IT and Competitive advantage mediated partially by Green brand image. The contributions of the paper lie in developing an original Green IT Brand Image Sustainability Model for Competitive advantage (GITBISC model). The model is generic and empirically tested in NCR region of India for IT companies. The study has great social relevance and holds important managerial implications. The research results would guide academicians, environmentalist, practitioners, policy makers to devise strategies that will help reduce carbon footprint on environment and contribute towards sustainable development.

Keywords: Information technology; Green strategies; Environmental degradation (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10668-021-02039-y

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