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Journal article
Exploring strategies to mitigate Internet's environmental damage: An investigation of intrinsic, extrinsic, and price‐based strategies
Business strategy and the environment, Vol.34(1), pp.483-496
12/10/2024
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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.
Details
- Title
- Exploring strategies to mitigate Internet's environmental damage: An investigation of intrinsic, extrinsic, and price‐based strategies
- Creators
- Ayodhya Wathuge - Southern Cross UniversityDarshana Sedera - Southern Cross University
- Publication Details
- Business strategy and the environment, Vol.34(1), pp.483-496
- Publisher
- ERP Environment and John Wiley & Sons Ltd.
- Number of pages
- 14
- Grant note
No Statement Available
- Identifiers
- 991013225780102368
- Copyright
- © 2024 The Author(s)
- Academic Unit
- Faculty of Business, Law and Arts; Management
- Language
- English
- Resource Type
- Journal article