Reducing the Negative Environmental Impact of Consumerization of IT: An Individual-Level Approach

The internet plays a pivotal role in Industry 4.0, where it provides the underlying infrastructure to support the substantial growth of digital platforms and systems to deliver a wealth of benefits. However, with the unprecedented growth of internet-based applications in recent history, the internet itself is harming the environment. Focusing on individual green motivation and willingness to pay for the green internet, this study explores one’s willingness to reduce internet usage. The study employs a survey experiment that involves 376 respondents. The results show that the most effective strategy to reduce internet usage is to incorporate extrinsic strategies and allow individuals to pay a premium for green internet services. Our work contributes to the Industry 4.0 literature by exploring how the negative environmental effects of consumerization of IT can be minimized. The findings of the study are important for technology-based businesses, policy-makers and individuals seeking to reduce the environmental damage of the internet.