Green Marketing fot Information Technology: Perceptions of it Professionals’ Attitudes and Behaviours and Actions to Increase Green Marketing in this Sector.

• Autor(a) principal: Castro, Bruno Roberto Viana
• Data de Publicação: 2016
• Outros Autores: Moura, Luiz Rodrigo Cunha, Cunha, Nina Rosa da Silveira, Pires, Ruth Rebello
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Gestão Ambiental e Sustentabilidade - GeAS
• Texto Completo: https://periodicos.uninove.br/geas/article/view/9987
• topic: Green Marketing. Information Technology. Social Marketing. Sustainability. Attitudes.; Marketing verde. Tecnologías de la información. Marketing social. Sostenibilidad. Actitudes.; Marketing Verde. Tecnologia da Informação. Marketing Social. Sustentabilidade. Atitudes.

Increased environmental awareness has been deeply affecting consumer behaviour and increasing green marketing importance for organizations. The aim of this study is to analyze the IT professionals (Information Technology) perception about actions related to green marketing (considering environmental issues in all product marketing stages, since production, through the use and disposal by the consumer) and propose socially planned changes so they can maintain or enhance practices related to green IT actions taken by IT professionals with a focus on environmental sustainability. To this end, we measured the attitudes towards green IT using the Expectancy-Value model beyond its knowledge level about environmental problems and their buying environmentally friendly products. From the results obtained we used the strategies composite typology for social change planned in order to propose actions to change or reinforce  behaviour as regards green marketing on the part of IT professionals. Qualitative surveys were conducted to identify the beliefs and its consequences (attitudes) and then quantitative research to measure attitudes, engagement and knowledge about green IT. The results indicate that IT professionals can be considered engaged and positive attitudes towards green marketing. Therefore a reinforcement strategy is suggested through economic and psychological incentives to maintain and foster this behaviour in relation to green IT.