Green Mktng MR

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Amity Business School

Marketing Research Project Report :

GREEN TECHNOLOGY

SUBMITTED TO : Ms. TAVISHI SUBMITTED BY:

Harpreet Kaur ( C-01)

Bhuvika Singh (C-03)

Itika Singhal (C-04)

Muskaan Arora (C-05)Shruti Pundir (C-06)

Ankita Arora (C-07)

Neelakshi Sharma (C-08)

Ankita Aggarwal (C-54)


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TABLE OF CONTENTS

Contents Page No

Chapter 1: Introduction 4

1.1 What is Green Technology 4

1.2 Myth about Going Green 6

1.3 Potential Benefit 7

1.4 Types of Green Technology 8

1.5 Challenges to Green technology adoption 8

1.6 Barriers to adopting green technologies9

1.7 Governments Initiative 8

1.8 Purpose of the Study 10

1.9 Significance of the Study 10

Chapter 2: Review of the Literature 12

Chapter 3: Research Methods and Procedures 18

3.1 Type of Research 18

3.2 Type of data 18

3.3 Data collection tools 18

3.4 Tools of data analysis 18

3.5 Type of Survey 18

3.6 Sampling area 18

Chapter 4: Data Analysis and Findings 19-29

Chapter 5: Conclusions and Recommendation 30

5.1 Summary of Findings 30

5.2 Recommendations 33

5.3 Limitations 34

5.4 Further scope 35


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5.5 Conclusion 36

References 37


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Chapter 1

Introduction

We are surrounded by technology and it has encompassed almost all aspects of our lives.

A lot of this technology which has made our lives easier, has not been so charitable

towards the environment. This is where green technology steps in and helps us in some

way to protect our environment. Green Technology is a branch of technology that

involves the development and application of products, equipment and systems that help

in conserving the natural environment. Green Technology also tends to minimize and

reduce the negative impact caused by human activities such as manufacturing or

disposing of gadgets, which may in any way lead to the degradation of the environment.

The term "technology" refers to the application of knowledge for practical purposes. Thefield of "green technology" encompasses a continuously evolving group of methods and

materials, from techniques for generating energy to non-toxic cleaning products. The

present expectation is that this field will bring innovation and changes in daily life of

similar magnitude to the "information technology" explosion over the last two decades.

What is Green technology?

The term can be broadly defined as technology that has the potential to significantly

improve environmental performance relative to other technology. It is related to the term

environmentally sound technology, which was adopted under the United Nations

Conference on Environment and Development Agenda 21, although it is no longer

widely used. Based on Agenda 21, environmentally sound technologies are geared to

protect the environment, are less polluting, use all resources in a more sustainable

manner, recycle more of their wastes and products, and handle residual wastes in a more

acceptable manner than the technologies for which they were substituted. Other related

terms for green technology include: climate-smart, climate-friendly and low-carbon

technology. Green technology is the application of environmental science to conserve

natural resources an to add the negative impacts of human activities. It is a low carbon

technologies and more environment friendly than existing technologies. When we use


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green technology, we use resources such as energy, water and a minimum to produce a

product. Thus, any technology that contributes to the reduction of Green House Gas

Emissions, must be reduced by the high level of awareness in the beginning and then

through law enforcement. Green Technology applications is in line with the concept of

sustainable development in which development is undertaken to meet current needs

without compromising the needs of future generations.Clean Technology is a diverse

range of products, services, and processes that harness renewable materials and energy

sources, dramatically reduce the use of natural resources, and cut or eliminate emissions

and wastes. Clean Technology includes the renewable energy, energy intelligence and

efficiency, smart grid, green transportation (electric vehicles, HSR) energy storage,

advanced batteries, green buildings, lighting, and water, air filtration etc.

LMIDLabor Market Information Division defines Green or Clean as an activity

or a service that performs at least each of the following:

Generating and storing renewable energy

Recycling existing materials

Energy efficient products manufacturing, distribution, construction, installation and

maintenance

Education, compliance and awareness.

Natural and sustainable product manufacturing.

The "green technology" is a broad term for more environmentally friendly

solutions. GT for that matter can be used as environmental healing technology that

reduces environmental damages created by the products and technologies for peoples'

conveniences. It is believed that GT promises to augment farm profitability while

reducing environmental degradation and conserving natural resources. The idea of green

technology is to reduce energy costs, improve air quality and improve the use of

materials and resources used in the buildings production. A green building is considered a

sustainable building that is designed built renovated, operated and reused in an energy

efficient manner. Green technology is that in which the technology is environmentally

friendly and is created and used in a way that conserves natural resources and the

environment. Green technology is a field of new, innovative ways to make changes in


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daily life. Currently, this Clean Technology is in the beginning stages of its development,

so the future will only bring bigger and better things for this field.

Green Computing has become an innovative way on how technology and ecology

converge together. With the recent years many industries and companies have turned

their attention in realizing how going 'green' can benefit public relations, reduced costs,

and lowering global emissions from industrial manufacturing. Though the term green

computing covers a vast range of methods, from energy saving techniques, to the study of

materials used in our lives, it all fundamentally breaks down to finding ways to not

damage or consume all of earth's natural resources. Ultimately green computing focuses

on ways in reducing overall environmental impact, its main purpose is to find and

promote new ways of reducing pollution, discovering alternative technologies, and

creating more recyclable products.

Myth about Going Green

Going green seems to be almost a no- brainer, yet many desist from adopting more

environmentally friendly practices in everyday life. But still many believe going green

might actually be detrimental to their everyday lives, as perpetuated by myths about

going green. Going green will actually be beneficial for you but the surroundings andsociety at large. Here are some commonly held myths and beliefs about going green.

Its too Expensive

Probably the most common and popular myth that deters people from going green is that

Green is expensive. This misconception arises out of a belief that in order to adopt a

greener lifestyle, one needs to discard ones current one and buy newer, energy efficient

products. Going green means adopting practices and habits that cut down on wastage of

resources like water, fuel and electricity. While using your existing appliances and

devices efficiently can certainly go a long way, spending a little more upfront for

increased saving in the long run is certainly a wise choice.


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Holding on to old appliances is a form of recycling

People are tempted to hang on to old machines or electric geyser, but now they do esnt

constitute recycling. Most new appliances are engineered with the intention of cutting

down on wasteful energy expenditure and come with a energy star rating- the more stars

the product has, the more money and energy will be saved. Another little known practice

that can effectively reduce the stress on out power grids is choosing the time of the day to

perform daily(energy consumption) chores.

It doesnt make a difference

Every single person working towards a greener tomorrow means a reduction in the

worlds energy usage and a reduced strain on our (rapidly depleting) natural resources by

making slight modifications to our life style in the form of way we commute the way we

eat or the way we work, small but significant changes that will ultimately go along with .

Potential Benefit

The ever rapid growth of technologies and innovations brings forth many ways on how

green computing will have a positive impact, along with great benefits. The benefits of

green computing is large, not only from just the consumer, or business, or country's

standpoint, but a global benefit. Green computing helps reduce energy demands, waste,

and money of how we use technology which positively effects the environment, and ourcosts.Though the method of green computing can also benefit in simple ways, methods

such as turning off your computers during the night. For example, a computer left on for

"24 hours will cost you between $115-160 in annual electric costs and also produce 1,500

pounds of CO2 in the atmosphere" (Schneider, 2008). By simply turning off your

computer during the nights, you ultimately can save up to" 67 percent annually in your

electric bill"(Schneider, 2008), along with reducing greenhouse gases. Overall the

benefits of green computing will result in saving money, reducing costs, and conserving

energy, along with helping the environment.


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Types of Green Technology

Energy: The most important and urgent concern and want for green technology is for

energy purposes. We need better, more efficient was to produce energy without burning

all the world's coal and using all the world's fossil fuels and natural resources.

Building: Basically, speaking, green building is an innovative way to build buildings and

houses so to use the tools and materials most efficiently towards the environment.

Preferred purchasing: Green preferred purchasing is a new way to find products and

methods of production that have the smallest impact on the environment. This searching

and researching yields products that are deemed to be the environmentally preferred

purchases.

Chemistry: Green chemistry is the application of chemical products that eliminate harm

to the environment.

Nanotechnology: Because nanotechnology involves manipulating materials to the

smallest nanometer, it can be best to implement green nanotechnology is the use of green

principles in the field.

Challenges to Green technology adoption

Generally, green technology is more expensive than the technology it aims to replace,

because it accounts for the environmental costs that are externalized in many

conventional production processes. Because it is relatively new, the associated

development and training costs can make it even more costly in comparison with

established technologies. The perceived benefits are also dependant on other factors such

as supporting infrastructure, technology readiness, human resources capabilities and

geographic elements. Hence, what could be a feasible green technology in one country or

region may not be in another .Adoption and circulation of these technologies can be

constrained by a number of other barriers. Some may be institutional, such as the lack of


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an appropriate regulatory framework; others may be technological, financial, political,

cultural or legal in nature. From a companys perspective, the following are likely

Barriers to adopting green technologies

There are certain hurdles which prevent green technology to be implemented. Some of

those hurdles can be listed as:

High implementing costs

Lack of information

No known alternative chemical or raw material inputs

No known alternative process technology

Uncertainty about performance impacts

Lack of human resources and skills

Governments Initiative

The idea of green computing has been around a good time, the government themselves

play a role in it.

The Environmental Protection Agency (EPA) launched the 'energy star' program in the

90s, to promote energy efficient methods. The EPA today still plays an active role by

providing not only energy effective methods, but also cost effective methods for the

consumers.

In 2006 the EPA established a way to save U.S. households and businesses

money; "With an eye to saving U.S. households and businesses more than $1.8 billion in

energy costs over the next 5 years.


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EPA announced new Energy Star specifications for computers and related equipment.

These new modifications are also expected to prevent greenhouse gas emissions equal to

the annual emissions of 2.7 million cars

Though the EPA is a recognizable agency, they are not the only ones who promoting new

ways of going green in the technological aspect. Organizations such as European Union

and TCO Certification are one of the leading groups in green computing.

Purpose of the Study

To know about the awareness of Green technology among consumers To understand whether the consumers willing to buy green products for saving the

environment To find out whether the people ready to pay a premium price for green products

Significance of the Study

Green Technology , an environment friendly technology is developed and used in a way

that protects the environment and conserves natural resources. A part of the renewable

energy branch of environmental technology movement, the green technology importance

cannot be ignored. We have to come to a point, where we need to pause and reflect on the

growing green technology importance and why it is going to be important for humanity.

With plentiful of reasons behind green technology importance, perhaps volumes can be

written and spoken on the subject, whether it is growing importance of green technology

in the industry or homes. It is obvious that things need to be done fast. Going green can

only help us come out of the present grim situation. Before things turn for the worst , we

should realize the green technology importance to solve this problem. Using green

technology has become imperative today. It is important to stay current with whats

happening around todays technology and conveniences are more focused on makingmore luxuries available to more people. The ugly side of this is the harm these products

or new technologies are doing to our environment. This raises the importance of using

green technology all the more. By using green technology, we will march a step ahead in

saving the environment and make the earth free from any danger. Destroying

environment any further can lead to situations which can be irreversible. As green


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technology will help reduce the use of fossil fuel, it is expected that energy production

from green technology will be higher than fossil fuel sources of energy like oil and gas in

future.

Using green technology will become not only important but also

mandatory too in the coming years. With the Earths energy resources deleting fast. we

have to rely on alternative sources of energy. Green technology encourages the concept

of cleanliness, freshness as well as promotes new dimensions. The sooner we realize the

importance of using green technology, the better it will be for our planet and its

environment.


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CHAPTER 2

LITERATURE REVIEW

1. San Murugesan (2008)made a research on Adopting a holistic approach to greening

IT is our responsibility toward creating a more sustain in environment. In which he

studied about various environmental issues and problems and what is the impact of IT on

environment. The major focus areas and activities, includes design for environmental

sustainability ,energy-efficient computing , power management ,data center design,

layout, and location, server virtualization, responsible disposal and recycling, regulatory

compliance, green metrics, assessment tools, and methodology, environment-related risk

mitigation, use of renewable energy sources; and eco-labeling of IT products.

2. Riyaz A. Sheikh (2010) talked about Green Computing- Embrace a Secure Future

in which she mentioned green computing, its global effect and the need for Green IT. The

energy consumption while using computer or other peripherals and its power

management. She has also described some practices such as not to turn on your computer

or peripherals until there is a need to use them, or turn them off when you are finished ,

to enable the energy management settings on the computer etc The further steps are also

discussed when a person is getting rid off that instrument.

3. Priya Rana (2010), tells us about the saving green through green computing in

which she referred to e -waste and improper disposal .she depicted the annual power

consumption and cost associated with the wastage that is incurred. Accordingly

percentages of wastages are also calculated. She has provided the detailed analysis of

consumption in Hours per day, what is the cost associated when a device is on , off or

stand by. She has suggested some ways how to these wastage and improvise them.

4. Corey Hemminger, Dustin Rogers, Dennis Guster, (2009) provides the Planning and

managing the data center to green computing in which they mentioned the hardware

and software strategies for energy conservation. They stated energy star as the standard

set that defines the ACPI capabilities of the machine, such as a computer that can turn the


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hard disk off when the system is idle. Hardware strategies determine the selective use of

low power components which can make a difference in energy consumption. Also, about

the software which appears to be work related to improve the efficiency of service by

providing clusters.

5. Dennis Guster, Corey Hemminger, Sara Krzenski explained Using virtualization to

reduce data center infrastructure and promote green computing . While numerous

benefits of virtual computing were described in this paper such as application isolation,

load balancing, simplicity of design, reduced personnel requirements it is the green

benefits that werethe primary focus of this paper. It also refers to the data that supports

the green benefits of virtual computing. While the data does not indicate that it

reduced power consumption but the saving are still significant. The virtual host was

newer and more powerful and had a larger power supply than the majority of the original

physical hosts. virtualization offers many benefits and may be applied to classes of

problems in which isolation is the primary rational for running an application in a

separate physical computer. It is not designed for situations in which increasing

performance is theprimary motivation for multiple physical computers (such as a

cluster). The data herein certainly indicate that there are sustainability benefits to be

gained from virtualization of physical hosts.

6. Patrick kurp (2008) has talked about Green computing in which he has suggested

Hopper as the most conspicuous and outspoken pioneers in the green computing

movementa multifaceted, global effort to reduce energy consumption and promote

sustainability He explained that proposed and existing strategies range from the practical

to the fanciful, and include government regulations, industry initiatives, environmentally

friendly computers made of recyclable materials, and Hoppers suggestion as of a

personal energy meter. He focuses on much of the green computing movements on data

centers, which have been lambasted as the SUVs of the tech world for their enormous

and wasteful consumption of electricity. Microsoft, Google, and Yahoo have also

addressed the environmental concerns about their data centers carbon footprint, the

measure of the environmental impact of an individual or organizations lifestyle or

operation, measured in units of carbon dioxide produced. He cited that in recent years,


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Microsoft and other companies have built data centers in central Washington to take

advantage of the hydroelectric power produced by two dams in the region. The Microsoft

facility, which consumes up to 27 megawatts of energy at any given time, is powered by

hydroelectricity.

7. Nathan Eddy (2011 ) has discussed about GreenIT and its Impact to DataCenters

in a report that talks about data center space requirements which includes smarter

designs, energy efficiency pressures (or green IT) and the realities of high-density

environments, It says that the development and marketing of power utilization efficiency

(PUE) by the Green Grid continues to gain ground in the market, according to the report,

and many new data centers are being developed with specific PUE targets in mindboth

for the energy-efficiency advantages and the public relations impact. With smarter

designs and green pressures, data center managers and designers have begun to focus on

the compute density in their environments. The physical floor space might be nearing

capacity, but, in many cases, the actual compute space within racks and servers is very

poorly used. Smarter designs have also taken into account the demand for flexible

workloads by adding different density zones for different workload types.

8. Robert R. Harmon, Nora Auseklis (2009) has explained Sustainable IT Services by

Assessing the Impact of Green Computing Practices. They have mentioned greencomputing as the first wave and have also discussed factors driving the adoption of green

computing such as The rapid growth of the Internet ,Increasing equipment power density,

Increasing cooling requirements, Increasing energy costs, Restrictions on energy supply

and access, Low server utilization rates, Growing awareness of ITs impact on the

environment. They have also given reference to implementation of Green Computing

Strategies such as Data center infrastructure, Power and workload management, Thermal

load management, Product design, Virtualization and cloud computing. Virtualization has

become a primary strategy for addressing growing business computing needs. It is

fundamentally about IT optimization in terms energy efficiency and cost reduction. Cloud

computing and cloud services centralizes in the data center, software technology which

has advanced to enable applications to be used where and when needed.


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9. S.V.S.S. Lakshmi, I Sri Lalita Sarwani, M.Nalini Tuveera(2012) has undertaken A

Study On Green Computing: The Future Computing And Eco-Friendly Technology

in which they have talked about various technologies to green computing such as carbon

free computing, solar computing and quiet computing. They have specified some of the

steps to green computing which consists of recycle, developing a sustainable green

computing plan, making environmentally sound decisions, reducing paper consumption

and energy conservation. They addressed that Green computing represents a responsible

way to the issue of global warming. By adopting green computing practices, business

leaders can contribute positively to environmental stewardshipand protect the

environment while also reducing energy and paper costs.

10.Parichay Chakraborty, Debnath Bhattacharyya, Sattarova Nargiza Y,

and Sovan Bedajna has done a research on Green computing: Practice of Efficient

and Eco-Friendly Computing Resources They have given features of a green

computers of tomorrow like: efficiency, manufacturing & materials, recyclables, service

model, self-powering, and other trends. They suggested green computer as one of the

major contributors , which will break down the digital divide', the electronic gulf that

separates the information rich from the information poor. The plan towards green IT

includes new electronic products and services with optimum efficiency and all possible

options towards energy savings. Faster processors historically use more power.Inefficient CPU's are a double hit because they both use too much power themselves and

their waste heat increases air conditioning needs, especially in server farms--between the

computers Green computing is not about going out and designing biodegradable

packaging for products. But the efficient use of computers and the resources which are

non renewable.

11.Rafia umer has discussed the security issues Is Green IT Threat to Security? :

Assessing the Green IT from Information Assurance and Security Perspective

With rapid growth and pervasive usage of internet and information technology,

information assurance and security has become the top most challenging issues for many

organizations. Security professionals and experts have been striving hard to protect the

computers, information and centralized network system. These security risks increase


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more when information is held outside the internal computing environment.

One of the solutions to reduce the energy consumption by Information Communication

Technology (ICT) is introduction of Green IT solutions such as Virtualization, thin client,

cloud computing, paper reduction, on-line communication system, travel reduction and

computer recycling. These Green IT efforts have many green benefits and leading a

change in IT processes and system for the protection of environment. But the efforts to

reduce, energy consumption, efficient utilization of resources and electronic waste (e-

waste) and change in IT may put the system and information on risk if Green IT

initiatives and solutions are not reviewed from an Information Assurance perspective. As

a result it can impact the continuity of business and its assets.

This thesis provides a literature review on Green IT from information assurance and

security perspective. The purpose of thesis is to assess how Green IT could be threat to

security. Its key areas of focus on information assurance and security threats and risks in

Green IT solutions which are being promoted for environmental protection. This also

highlights the vulnerabilities in Green IT solutions. Thesis presents security challenges of

Green IT, need to focus, towards the goal of secure Green IT.

12.Bjornroden and Johannes radicke has Explored Views on Data Centre Power

Consumption and Server Virtualization. The primary purpose of this Thesis is to

explore views on Green IT/Computing and how it relates to Server Virtualization, inparticular for Data Centre IT environments. Our secondary purpose is to explore other

important aspects of Server Virtualization ,in the same context. The primary research

question was to determine if Data Centre (DC) power consumption reduction is related

to, or perceived as, a success factor for implementing and deploying server virtualization

for consolidation purposes, and if not, what other decision areas affect Server

Virtualization and power consumption reduction, respectively.The conclusions from our

research are that there is a difference of opinion regarding how to factor power

consumption reduction from server equipment, both from promoters and deployers.

However, it was a common view that power consumption reduction was usually

achieved, but not necessarily considered, and thus not evaluated, as a success factor, nor

that actual power consumption was measured or monitored after server virtualization

deployment. We found that other factors seemed more important, such as lower cost


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through higher physical machine utilization, simplified high availability and disaster

recovery capabilities.


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CHAPTER 3

RESEARCH METHODOLOGY AND PROCEDURES

Data: The research will be based on both primary and secondary data.

Nature of research: Qualitative as well as quantitative research.

Research methodology:

Type of Research: Descriptive (Conclusive) research

Type of data: Primary data

Data collection tools: Structured questionnaire

Tools of data analysis: SPSS and Excel

Type of Survey: Sample survey

Sampling area/frame: Delhi-NCR

Sample size: 100

Sampling technique: Non-probability(Convenience sampling)

Sample survey methods: personal interviews and EAP.


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CHAPTER 4

DATA ANALYSIS AND FINDINGS

Questionnaire Reliability Test

Cronbach's Alpha

Cronbach's alpha is the most common measure of internal consistency ("reliability"). It is most

commonly used when you have multiple Likert questions in a survey/questionnaire that form a

scale, and you wish to determine if the scale is reliable.

Cronchbach test carried out to check the reliability of questionnaire

Cronchbach alpha value = 0.624 (>0.6)


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Male or female

Frequency Percent Valid PercentCumulative

PercentValid Male

66 66.0 66.0 66.0Female

34 34.0 34.0 100.0Total

100 100.0 100.0

Out of 100 people we surveyed 66 were male, 34 were female

what is your understanding towards green computing? * Male or female Crosstabulation Count

Male or femaleTotalMale Female

what is your understanding

towards green technology? saves energy 19 9 28friendly for environment 30 16 46reduces waste 11 6 17not aware 7 2 9

Total 67 33 100

Out of our total sample


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28% people think green technology is synonymous with saving energy

46% know it for being friendly to the environment

17% for waste reduction

9% were not at all aware what green technology was

have you bought any green technology products earlier? *

Male or female CrosstabulationCount


have you bought any

green technology

products earlier?yes 35 19 54no

32 14 46Total 67 33 100

From our sample size of 100 54% people have earlier purchased green products 46% people have not purchases green products


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what do you think that green technology can lead to? * Male or female

CrosstabulationCount

Male or female

TotalMale Femalewhat do you think that

green technology can

lead to?eco-friendly

components in

computers 28 10 38no use 7 7 14it has not had any

effect till now 3 0 3it has lead to a friendly

environment 29 16 45Total 67 33 100

38% people of our sample survey understand that eco-friendly components in computerscan lead to green technology

14% feel there is no use of of implementing green technology

3% were of the opinion that it has not had any effect till now 45% people say that it has lead to a friendly environment


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what are the computer power saving modes you would use in

order to promote green technology? * Male or female

CrosstabulationCount


what are the

computer power

saving modes you

would use in order to

promote green

technology?

screen saver 23 9 32monitor sleep 4 1 5hard disk

sleep 0 1 1hibernate 40 22 62

Total 67 33100

Amongst the various computer saving modes, the most popular were Screen savers with 32% people of its opinion 5% went for monitor sleep 1% did hardware sleep 62% went for hibernation, it being the most popular option for power saving in

computers

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

mean 100 2.4210 .30461 .03046

One-Sample Test

Test Value = 3

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of theDifference

Lower Upper

mean -19.008 99 .000 -.57900 -.6394 -.5186


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Hypotheses

H0 = people are indifferent towards green marketHa = people are aware of green marketing and care about the environmentPvalue = .000Pvalue< .05

Hence we reject H0, and accept HaHence we say that people are aware of green marketing and care for the wnvironmentAlso the mean value is = 2.4210 (close to 3)Which means that maximum people in our sample are neutral in opinion

Multivariate Factor AnalysisThis technique provides a way of reducing the number of variables in a research problem to asmaller and more manageable number by combining related ones in factors

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .538

Bartlett's Test of Sphericity Approx. Chi-Square 169.763

df 45

Sig. .000

Communalities

Initial Extraction

if offered, i will go for the

green products instead of the

normal ones.

1.000 .622

i always think of environment

when i go to purchase any

product.

1.000 .729

i try to purchase products

that can easily be recycled.1.000 .732


that are energy efficient.1.000 .579

i will purchase green

products over normal ones

even if they are expensive.

1.000 .638


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i feel green products are

expensive, limited and at

times have untrustworthy

green labeling.

1.000 .615

what do you think that green

technology can lead to?

1.000 .590

i look for products made from

recycled materials.1.000 .729

i use the power management

features for my computer.1.000 .529

Male or female 1.000 .403

Extraction Method: Principal Component Analysis.

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Total % of Variance Cumulative % Total % of Variance Cumulative % Total

1 2.336 23.359 23.359 2.336 23.359 23.359 2.277

2 1.522 15.225 38.584 1.522 15.225 38.584 1.542

3 1.183 11.832 50.415 1.183 11.832 50.415 1.190

4 1.125 11.249 61.665 1.125 11.249 61.665 1.157

5 .992 9.923 71.587

6 .932 9.321 80.908

7 .672 6.718 87.626

8 .601 6.008 93.6349 .401 4.009 97.644

10 .236 2.356 100.000

Extraction Method: Principal ComponentAnalysis.


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Component Matrixa

Component

1 2 3 4

if offered, i will go for the

green products instead of the

normal ones.

.566 .097 .381 .384

i always think of environment

when i go to purchase any

product.

.845 -.041 .024 -.117


that can easily be recycled..846 -.082 .083 -.048


that are energy efficient..563 .501 -.074 -.075

i will purchase green

products over normal ones

even if they are expensive.

-.188 .721 .226 .178

i feel green products are

expensive, limited and at

times have untrustworthy

green labeling.

-.312 -.250 .227 .635

what do you think that green

technology can lead to?-.096 -.112 .624 -.422

i look for products made fromrecycled materials.

-.270 .800 .052 -.110

i use the power management

features for my computer..224 .136 -.473 .486

Male or female .052 -.011 .554 .307

Extraction Method: Principal Component Analysis.

a. 4 components extracted.

Interpretation of Output: From the first tableand the scree plot, we find that three factors havebeen extracted together having Eigen values greater than 1 and they account for 65.838% of thetotal variance. Thus we have reduced the number of variables from 10 to 4.

1. From table 2, we pick up the loadings on each factor. In respect of Factor 1, we find four

variables i.e., I always think of environment when I go to purchase any product of .845, I

try to purchase products that can easily be recycled of .846. This indicates that factor 1 is a

combination of these two variables. This factor can thus be interpreted as GREEN

PRODUCTS.


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2. In respect of Factor 2, we find two variables i.e.I will purchase green product over the

normal ones even if they are expensive of .721 and I look for products made from recycled

materials of .800. This indicates that factor 2 is a combination of these two variables. This

factor can thus be interpreted as PREFERENCE OF PRODUCT.

3. In respect of Factor 3, we find one variable i.e.What do you think that Green technology

can lead to of .624. This indicates that factor 3 is a combination of the one variable. This

factor can thus be interpreted as AWARENESS.

4. In respect of Factor 4, we find two variables i.e.I feel green products are expensive,

limited and at times have untrustworthy green labeling of .635. This indicates that factor 4

is a combination of the one variable. This factor can thus be interpreted as VALUE OF

PRODUCT.

Thus, we get 3 factors, namely

Consumer Satisfaction

Quick Availability

Brand Awareness

Value of Product,

that any researcher should focus upon.


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Objectives Conclusions

To know about the awareness of

Green technology among

consumers

74% of our sample is aware of green technology,

56% have earlier purchased green products, which

means that most of the people today are aware ofgreen technology

To understand whether the

consumers willing to buy green

products for saving the

environment

On likert scale all our objectives have been accepted

in favor of the statement that consumers are willing to

buy green products for saving the environment.

To find out whether the people

ready to pay a premium price for

green products

People are ready to pay a premium price for green

products


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CHAPTER 5

Conclusions and Recommendation

5.1 Summary of Findings

Many of them have no a clear idea about green products and eco-labeling so companies to

expand promotion of green products.

Consumers are increasingly concerned about the environmental issues and they plan to

spend more on green products.

Controlling waste of energy is most preferred method by which green technology that can

lead to a better environment.

The majority of the respondents are computer literate and use computer everyday. In

addition, they utilize internet most of the time and this

maybeamajorreasonwhySocialNetworkingSitesandOnlineForumsaretheprimaryinformati

onchannelsorgaining

High cost of buying and lack of choices remain the biggest challenges for consumers to

go for green products.

Use of eco- friendly components in computer hardware can make contributions towards

green technology and green environment.

From the above analysis it is observed that Government is not doing enough to spread

awareness towards green computing and there are lot more spaces that need to be filled

out in order to generate more awareness among the people.

People from the age group of 20-40 years try to purchase products that can be easily

recycled. It implies that people from this age group are quite aware about the

environmental impact of product and they see how products are going to end up after

their full utilization by the owner

People from the age group of 20-40 years seek energy efficient products which cancontribute to reduce their routine energy consumption .

While purchasing green products, people find it less important to recommend it to other

people. May be due the difficulties they face while going for green products restrict them

for recommending it or may be due to lack of awareness in other people .


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Reducing the usage of high energy products is one of the practices that is being

implemented in offices or not. But it was interesting to know that people who says that

green computing is being implemented in their offices does not find it important to

reduce the usage of high energy products.

People from the age group of 20-40 years find it most important to purchase green

products. This shows their openness to accept changes because green computing is a new

concept but still people are ready to deal with it.

There is awareness among people with regard to green products and they are buying them

as well. It suggests that awareness campaigns are on the right direction and they are

successful in switching the people from normal products to green products in order to

contribute towards green environment.

By attending campaigns about green computing technology people are influenced to

reduce the usage of high energy products. Although people are not very much interested

in attending campaigns but still if they attend them they find it useful and adopt certain

practices which can certainly help in making the environment green.

People from income group of 2-3 lacs per annum are willing to spend more on green

technology products beside the fact that such products can be expensive

Maximum number of people came to know about this concept from internet then through

friends followed by magazine, newspaper and radio.

People consider Renewable and bio based material as the most distinctive feature for

green computer. Followed by longer life of product as 2nd feature and finally the EPEAT

rating

People agree that they seek energy efficient products as well as they try to reach to such

outlet who deals in green products. People also try to look for products which are made

from recycled materials and they also uses some power management features. But the sad

part is they generally do not pay attention towards the energy consumption and to reduce

it. So overall we can say that people make contribution towards adopting greencomputing.

Government need to do a lot more work and subsidize research on this technology for

recycling waste products. From the responses we had, it can be interpreted that people are

not very comfortable with enforcing the environmental rules and regulations on them.


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But they all had a opinion that government should do more activities for the promotion

of green technology

Manufacturers should disclose all the materials which is being used for the production of

such products in order to make people know what all is being used for that product.

People are also in favor of labels that tell them about the environmental impact of the

product such as carbon footprint of the product to have clear insights about the product.

It can also be interpreted that there should be some responsibility of manufacturer also to

promote green technology and government should make it compulsory also.

From the above analysis it can also be interpreted that telecommuting is a way that can

help the companies by which they can make their work more environment friendly.

Activities that people would like to adopt for spreading awareness towards Green

technology are Purchase of Green Technology products as their 1st priority. Reducing the

usage of high energy products as their 2nd priority, Recommending green products to

other people as their 3rd priority and Attending campaigns about green technology as

their last priority


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5.2Recommendations

Consumers arent cared about ecological impact when buying computers or any kind of

electronic items, they've cared only about speed and price.

Consumers will become pickier about being green. Such devices which uses less and less

power need to be brought in picture but this will not take place in just one time rather it

will take years and years of improvement.

The government must conduct more high level awareness programs which may lead to

behavioral changes.

There are new offerings from major hardware vendors that include notebooks,

workstations, and servers which meet the EPAs Energy Star guidelines for lower power

consumption .consumers should look for systems that have good EPEAT ratings.

There are modern operating systems running on Advanced Configuration and Power

Interface, such enabled systems incorporate power-saving features that allow you to

configure monitors and hard disks to power down after a specified period of inactivity

Old electronics devices can also be reused by those outside the company. You can donate

old computers and other devices still in working order to schools and nonprofit

organizations, which can still get a lot of use out of them. Finally, much electronic waste

can be recycled, the parts used to make new items.

Things like old printer cartridges, old cell phones, and paper can all be recycled. Some

computer vendors, such asDell, have programs to take back computers and peripherals

for recycling.

The ultimate way to have a greener office is to have lessoffice. By encouraging as many

workers as possible to telecommute, you can reduce the amount of office space that needs

to be heated and cooled and the number of computers required on site.

Telecommuting help reduces costs for both employers and employees and can also lead

to reduction of spread of contagious diseases.

Design and enhancement of training and education programs can be conducted to

improve human resource capacity related to green technology.


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Enhancement of smart partnership can be formed between the government ,industries and

research institutions.

Implementation of Green Technology foresight can also one way.

Establishment of an effective coordinating agency for RDI and Centre of Excellence ornew research institute for Green Technology can also contribute towards its development.

Effective, continuous promotion, education and information dissemination through

comprehensive roll-out programmes can be a way to increase public awareness on Green

Technology.

Effective involvement of media, non-governmental organizations and individual

stakeholders in promoting Green Technology.

Inculcation of a culture should be prevalent that appreciates Green Technology among

students at all levels through the development of effective syllabus in the education

systems.

Demonstration programmes of effective Green Technology applications should be done.

Adoption of Green Technology in all Government facilities and Government-linked

entities can also be one of the way which increases the efforts made by government

towards green computing development.


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5.3 Limitations

Possibility of error in data collection because many of the respondents may have not

given actual answers of the questions.

Sample size may not adequately represent whole market.

The results show that an increasing volume of green computing research has been

conducted for a diverse range of areas.

Further Scope

Advancements in green computing have become vast. There are so many new ways of

combining ecology with technology . Such as using solar technology, solar technologynow is being used on keyboards and mice now to reduce energy costs.

Another green computing method is eliminating certain materials that are hazardous to

the environment, and replacing them with cleaner and efficient materials which are

biodegradable and eco-friendly.

Even now certain computer components such as processor units have reduced heat

emissions, and monitors as well with their advancement of flat screens.

Not only is green computing effecting components and other various hardware, it has

changed in ways businesses use technology such as cloud computing.

Cloud computing essentially is a method of a user connecting to a network or server,

through the internet. Ultimately this reduces the need of businesses to have purchase

more computers, which can emit greenhouse gases when left on.

The practice of green computing has essentially branched off to every form of technology

out there. Cars being a great example, now with hybrids becoming mainstream, people

are able to save on gas, money, and also cutting on carbon monoxide, and other various

dangerous gases to the atmosphere.

Green computing has also grasped how industries market themselves, and many realize

how going green in their technologies can aid them.

One great example of green computing corporation is Apple. "Apple has been criticized

by some environmental organizations for not being a leader in removing toxic chemicals


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from its new products, and for not aggressively or properly recycling its old products"

(Jobs, 2009) but that has changed, when looking now upon Apple's computers, their uni

body designs material is a great source to dissipate heat, along with their products being

able to conserve energy very well.

Not only ways in being more eco-friendly by removing hazardous materials in their

computers and products have been implemented, but the manufacturing and delivering of

goods has also been altered to help the environment.

Conclusion

The effects of green computing with its benefits, practicality, and uses are all positives :All which are great for not only the individual, but also all around the globe.

By going "green" in technology we help promote an eco-friendly and cleaner

environment, along with our own benefits by reducing costs, conserving energy, cuttingdown on waste and greenhouse gases.

Green computing has definitely come a long way, but with so many new innovationscoming along in regards of preserving the environment.

It is safe to say that green computing is a great development.


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References Cited

Murugesan, S. (2008, january/February). Harnessing Green IT:Principles and practices.

IEEE computer society.

Prof. Riyaz A. Sheikh, D. U. (2010, november). Green Computing- Embrace a Secure

Future.International Journal of Computer Applications .

Corey Hemminger, D. R. (2009, november). Planning and managing the data center to

green computing.International journal of business research,.

Dennis Guster, C. H. (2009, november). Using virtualization to reduce data center

infrastructure.International journal of business research,.

Eddy, N. (2011, march). Green IT, Cloud Computing to Impact Data Centers:report. Ziff

Davis Enterprice Holdings Inc.

kurp, P. (2008, october). Green computing. Communications of ACM.

Parichay Chakraborty, D. B. (2009, september). Green computing: Practice of Efficient

and Eco-Friendly Computing. International Journal of of Grid and Distributed

Computing..

Rana, P. (2010, december). Green computing saves green. International Journal of

Advanced Computer and Mathematical Sciences. .

Robert R. Harmon, N. A. (2009, August). Sustainable IT Services: Assessing the Impact

of Green Computing Practices.Portland, Oregon USA.

S.V.S.S. Lakshmi, M. I. (2012, july-august). A Study On Green Computing: The Future

Computing And Eco-Friendly Technology. International Journal of Engineering

Research and Applications (IJERA).


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QUESTIONNAIRE

Name:Occupation:

5. What is your understanding towards Green Computing? (Choose one or

more)

a.)Saves energy b.) Friendly for the environment

b.)Reduces waste d.) Not aware

6. How did you come to know about Green Computing?

a.)Newspaper b) Internet c) Magazine d.) Radio e.) friends

7. Have you bought any Green Technology products earlier?

a. Yes

b.No

8. If offered, I will go for the green products instead of the normal ones

a. Strongly agree b. agree c. neutral d. disagree e. strongly disagree

9. I always think of environment when I go to purchase any product


10.I try to purchase products that can easily be recycled


11.I try to purchase products that are energy efficient


12.I will purchase green product over the normal ones even if they aress

expensive



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13.I feel green products are expensive, limited and at times have untrustworthy

green labeling


14.Green Technology equipment is so expensive that small businesses cannot

afford it


15.According to you at which level can Green IT be implemented?

a)Hardwareb)software

c)Services

16.I always see Certification marks to determine if the product is green or not.


17.What do you think that Green technology can lead to

a)Eco-Friendly components in computersb) No usec) It hasnt had any effect till now

d) It has led to a friendly environment18.What are the computer power saving modes you would use in order to

promote green technology?

a)Screen Saversb) Monitor sleepc)Hard disk sleepd)Hibernate

19.I routinely reduce my energy consumption


20.I look for products made from recycled materials


21.I use the power management features for my computer


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22.Rank the following activity that you would be adopting for spreading

awareness towards Green technology on the scale of 4 as 1 being the first

priority and 4 being the last.

a. Purchase of Green Technology productsb. Reduce the usage of high energy products

c. Recommend the green products to other people

d. Attend campaigns about green technology

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