Management & Marketing no. 2/2014

The influence of learning on attitudinal change: a cross cultural analysis of green computing

Victoria Seitz,
California State University, San Bernardino, CA

Olesia Mihai,
Al. I. Cuza University, Iasi, Romania

Noble Morshed,
North South University, Dhaka, Bangladesh

Martin Mattias,
California State University, San Bernardino, CA

Elias Rizkallah,
La Sierra University, Riverside, CA

Abstract. Computers today are an integral part of individuals’ lives all around the world; but unfortunately these devices are toxic to the environment given the materials used, their limited battery life and technological obsolescence. Hence, the purpose of this study was to cross‐culturally assess the green computing habits of consumers and determine if attitudes would change when confronted with information regarding their toxicity. The three countries under study include the US, a developed country, Romania, a transitioning economy and Bangladesh, a Least Developed Country (LDC). Findings of a survey conducted indicate that green computing habits in Romania and Bangladesh are similar to those in the US. Specifically, results support previous research and showed that across cultures, individuals are concerned about the hazardous materials ever present in computers, even if the importance of various attributes differs, and that a more environment‐friendly attitude can be obtained through exposure to educational materials. Across all three countries there were several green computing attributes that were important to all which included: putting the computer in sleep mode, wishing the computers were recyclable or were made with recycled parts, turning off the computer when not in use and desiring that organizations provide free e‐waste disposal. When prospecting the computer market, respondents in the US and Romania report looking for power saving features. Respondents in Bangladesh and Romania also show interest in having more information about the production process and its impact on the environment, such as the amount of greenhouse emissions. Those in Bangladesh and the US think that companies should reduce packaging for computers.

Keyword: green computing, E‐waste, environmentalism, green marketing, cross cultural.

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