A Comprehensive Model of Green Brand Assessment in the IT Industry

This study explores the ways we can evaluate green brands in the IT industry. It is important to have a method to assess the impact that these companies have on the environment and on ourselves. The model aims to provide a comprehensive evaluation framework, contributing to long-term value creation by aligning brand performance with sustainability and responsible practices. For this study, we will assess both financial indicators, such as the economic growth and economic efficiency of the brand, and non-financial indicators that deal with the environmental and social metrics. The proposed evaluation method is based on data collected through studies and literature reviews and through exploratory research, by applying a questionnaire. The study also examined key factors like energy efficiency, e-waste management, and environmental certifications. The analysis demonstrated the necessity for IT green brands to be evaluated, to have their environmental impact measured and assessed by a scoring system. Return on Green Equity (ROGE) and Return on Green Investment (GROI) are the indicators used with their corresponding mathematical formulas. The promotion of environmentally sustainable procedures for IT brands is the main goal as an evaluation model, more specifically, to distribute information to stakeholders and at the same time to support them in the transition towards efficient and sustainable production and consumption patterns. This study provides a structured framework for assessing the impact of green brands within the IT industry, using specific mathematical formulas. These indicators can influence consumer purchasing behavior, resulting in the development of a green and sustainable market, also encompassing macroeconomic impacts through changing buyer behavior.