أثر تطبيق تكنولوجيا المعلومات الخضراء بعناصر مزيج التسويق الأخضر على الأداء البيئي للمؤسسات الإقتصادية

Abstract

The topic of environmental performance is a central point in today’s business world. This fact is shown by the interest in mitigating the impact of business activity on the environment by underlining the effective strategy that fortifies the competitive position. To survive and continue in the market, providing environmentally-sound products is a must. This can only be achieved through the serious and continuous attempts to improve the green-dye marketing activities through various marketing processes while accompanying each activity to deliver these products. To do so, harnessing nowadays technologies and clean systems that are mainly led by green information technology is the only way to meet the needs of the current and future market. Therefore, this study sought to analyze the most important factors influencing the use of green technology through the technology acceptance model TAM3, information systems based mainly on utility perception, and ease determined by a number of external determinants. These later are subjective factors where the importance of the perceived use, the quality of outputs of technology use, proven ability of use results, as well as the quality of use and organizational and technical facilities, are all facilitating this use and then knowing their impact on environmental performance. This study also sought to clarify the effect of a specific application of green information technology with green marketing processes such as the production and exploitation in the "SONATRACH" central on their environmental performance. The quantitative analysis’s study of 196 units data sample, was carried out by adopting structural equation modelling SEM according to SMART PLS. After discussion of the achieved quantitative results, we also used qualitative analysis designed to support the questionnaire's axes by "content analysis" method using the NVIVO in order to achieve the established objectives. Obtained results show that there was a positive impact of the application of green information technology on environmental performance. Through the impact of green application determinants on the marketing processes, it was more impacting the ease of technology, which includes the regulatory and technical facilities available for the marketing operations; while there were the least of the environmental benefit perceived. This effect reflects the degree of environmental attention of each economic enterprise and its desire to improve in the various green impacts on its activities.