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General Information

Prof. Pascal Lorenz
University of Haute Alsace, France
It is my honor to be the editor-in-chief of IJFCC. The journal publishes good papers in the field of future computer and communication. Hopefully, IJFCC will become a recognized journal among the readers in the filed of future computer and communication.

IJFCC 2012 Vol.1(3): 260-263 ISSN: 2010-3751
DOI: 10.7763/IJFCC.2012.V1.69

The Impact of Promoting Green IT on Corporate Brand Equity

Soyoung Park, Taehwan Park, and Jaewan Choi

Abstract—The purpose of this study recognizes the importance of companies Green IT and companies promoting Green IT in a company's brand equity is to evaluate the impact empirically. To this end, this paper examines the results of a survey that solicited the views of a group of employees from Korean companies. The survey instrument was designed to discover if companies Green IT strategy differences would in any way be reflected in the respondent’s concept of the ‘brand equity’. For this study, the research model was set whether to run the company's Green IT, Green IT budget allocations, Green IT strategy execution, the purchase of environmentally friendly products, as explanatory variables and the company's brand equity as the dependent variables, correlation analysis, regression analysis, t- test were conducted. As a result, for companies which did not actively point the Green IT of companies will not independent in the matter of expenditure. From the beginning, the expectation whether to run the company's Green IT will be a positive impact on the company's brand equity was not satisfied. In the meantime, the research trend on company’s Green IT, the mainstream was about the research on the Green IT introduction plan and development study. However, in the case of this study we analyzed quantitatively about the impact of promoting Green IT on corporate brand equity. There are implications in this study.

Index Terms—Green IT, environmental issues, Eco-friendly products, brand equity

The authors are with Graduate School of Information, Yonsei University, Seoul, Republic of Korea (e-mail: shania.park@gmail.com)


Cite: Soyoung Park, Taehwan Park, and Jaewan Choi, "The Impact of Promoting Green IT on Corporate Brand Equity," International Journal of Future Computer and Communication vol. 1, no. 3, pp. 260-263, 2012.

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