Analysis on green IT applications usage for the firm's competitive advantage strategy

Abstract

Green IT is a concept about wisely, efficiently, and environmentally technology (IT) usage or adoption that exists due to the negative impacts of technology (IT) growth. There are some examples about Green IT applications that are used by the organization (firm) as the support tools of its business processes such as Paperless Office (PLO), E-Meeting, Remote System, and Cloud Computing. Although Green IT applications are used as the support tools of organizational business processes but their strategic benefits are still unknown. Therefore, the research on this paper aims to analyze Green IT applications usage for the firm's competitive advantage strategy. This paper takes the case at PT. XYZ, an Indonesian telecommunication firm. The questionnaire was used as the research instrument on this paper for collecting the research data at the firm's IT Division and the data was analyzed by SmartPLS. The research result on this paper shows Green IT applications usage positively affects the firm's competitive advantage and it is positively affected by perceived usefulness, subjective norm, and organizational culture. The result is also supported by the related themes of the firm's annual reports for the recent years and the various respondents' related positive opinions. Only perceived risk is not proven that it negatively affects Green IT applications usage at the firm. This paper may be used as a reference for the firm's stakeholders to view Green IT applications usage as the firm's important asset for developing the firm's competitive advantage strategy.