Assessing the implementation of Green Mobile Telecommunication Systems in Lebanon: a consumer perspective

Abstract

Mobile telecommunications are one of the fastest developing sectors in the world. Both high usage and demand gather to show how this sector is increasing especially with the energy resources it requires to operate. Mobile telecommunications have a direct effect on the environment related to the usage (users' behavior, network's interaction, power and energy saving, etc.). Therefore, there is a serious need of going green in mobile telecommunications. The telecommunications sector in Lebanon is complex as different inter-related parties such as the government, the private sector, and the consumers are involved in this sector. The main objective of this research is to assess the consumers' awareness and willingness to pay to go green in mobile telecommunication. The theory of planned behavior is used as the conceptual framework to assess the consumers' behavior towards green telecommunication. Questionnaires were conducted in four areas in Lebanon (Jdeideh, Haret Hreik, Roueis, and Maameltein) that were selected based on the traffic profile (voice and data), number of distinct users, locations, population, and workplaces. Three hypotheses were verified: 1) the Lebanese consumers (around 70% of the respondents) are aware of the negative environmental and health impacts of telecommunications; 2) the Lebanese consumers (about 75% of the sample) are ready to pay higher mobile fees if green telecom systems are to be applied in Lebanon; 3) variables such as attitudes, perceived behavioral control, and subjective norms affect the consumers' intention to go green in mobile telecommunications. The main findings suggest that about 83 % of the respondents are likely to adopt green mobile telecommunications if implemented; around 70 % of the respondents are certain to have future plans for going green in mobile telecom. Statistical analyses performed showed high significance of the model used (99%). Results showed that the Lebanese consumers' intention to go green in mobile telecom was affected by attitudes towards `green', subjective norms, perceived behavioral control, and different socio-demographic factors.