Economic as well as environmental concerns are driving the global green IT movement, according to a survey of 150 technology executives.
In the survey, Technology Executive Connections - Going Green: Sustainable Growth Strategies, 60% of respondents cited energy savings as one of the most important factors in their company's environmental decisions.
And 40% of technology executives said the green movement created significant market opportunities for their companies, with customer demand increasing for green products and services.
Barry Murphy, technology tax partner at PricewaterhouseCoopers, which commissioned the survey, said, "The growing demand for environmental products and services is now translating into new markets that technology businesses can address.
"For technology companies to incorporate this demand into opportunities to drive growth, they must ensure their green initiatives are in line with their business strategy."
According to the survey, 61% of executives feel it is very important or important that their companies take steps to reduce their environmental impact.
It also found that the shift towards green products, services and business operations is having a direct impact on the level of collaboration and innovation in all parts of the technology industry, including marketing, human resources, research and development, manufacturing and supply chains.