A model for green IT strategy : a content analysis approach

Society’s reliance on Information Technology (IT) has increased tremendously in the last few decades. Unfortunately, the growth of the IT sector has occurred at the expense of the environment. The adverse environmental impact of IT operations is partly due to the production and disposal of IT equipment, which can result in harmful pollution and toxic materials being released into the environment. Furthermore, IT equipment consumes large amounts of electricity, and this results in significant amounts of carbon dioxide (CO2) being released into the atmosphere. Since CO2 is classified as a greenhouse gas, it contributes to the phenomenon of climate change. Organisations are socially and ethically required to minimise the environmental impact of their IT operations. However, in addition to fulfilling their responsibility towards environmental sustainability, organisations can gain a competitive advantage through adopting green IT practices. In order to reap the benefits of green IT and to fulfil their social and ethical responsibilities, organisations need to formulate and implement a comprehensive green IT strategy. When formulating strategic decisions, the use of a clear decision process enhances the effectiveness of such decisions. As a result, top IT management require a model or framework which could guide their thinking and allow for a clear decision process when formulating green IT strategy. However, after an extensive search of the literature had been conducted, a research gap was identified for the definition of a model which deals specifically with the formulation and execution of green IT strategy. As a result, this treatise sets out to answer the question of what organisations should consider when formulating and implementing green IT strategy. To answer the research question, the treatise defines a model for green IT strategy. The model was defined by conducting a content analysis of the literature on green IT. The content-analysis ABSTRACT iii research technique was utilised to identify the underlying concepts within the literature related to green IT strategy formulation and execution. The resulting model indicates that green IT strategy formulation requires holistic thinking, since several forces affect green IT strategy. As a result, these forces should be considered when a green IT strategy is to be formulated. However, even if a strategy is formulated by considering all the forces at play, it is of little use if it is not implemented effectively. The model indicates that green IT strategy should be implemented though a series of practices. These practices are not limited to IT practices alone, but include, in addition, several business practices. This indicates that green IT adoption extends far beyond the mere implementation of green technology