The ever-increasing internet usage purports to make substantial damage to the environment as a result of the emissions arising from the internet supporting infrastructures like data centers. However, there has been much less discussion on creating an awareness of the damage that the internet does to the environment. The purpose of this study is to investigate whether the internet use can be reduced at the individual level by calibrating internet price and one’s environmental awareness. The study employs a population-based survey experiment and conducts a polynomial regression analysis using a sample of 326 individuals to understand the conjoined relationship between internet price and environmental awareness. The results indicate that internet price affordability moderated the relationship between environmental awareness and internet usage. Although, before inducing awareness, pricing plays a major role in changing consumption, after inducing awareness the significance of pricing decreases, and awareness tends to determine the consumption. Moreover, the multi-group analysis infers that age does not show any significance on price affordability and environmental awareness, although males display a high price sensitivity and responsiveness towards awareness than their female counterparts.

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.

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