الخلاصة:
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.
