According to Brian Donnellan, Professor of IS Innovation, National University of Ireland, Maynooth, "Survey respondents assigned roughly equal importance to each of the 'triple bottom line' dimensions; that is, the respondents say they are being motivated almost equally by social responsibility, economic viability, and environmental impact in terms of reduced energy and carbon emissions."*
* Excerpted from "Green IT Metrics: Enhancing Brand Value While Meeting Compliance," Cutter Benchmark Review, Vol. 9, No. 10